Version A pg.4 18. Which of the following (best) assumptions can be made about consumers? a. Consumers make their product selections solely upon a rational comparison between price and quality. Consumers are not affected by advertising. Consumers can always be coerced into buying through the use of sales gimmicks. Consumers do not care about price. e. Consumers are intelligent and thoughtful but not entirely rational. 19. Consumer buying behavior best helps marketers create an effective marketing strategy because: a. Marketers can understand how consumers make decisions and better anticipate their needs. b. Marketers are able to bring a product to market faster than any potential competitors. Marketers learn exactly when the consumer makes the decision to buy. d. Marketers are able to determine the highest price they can charge for their product. e. Marketers see what competitors are able to do to attract potential consumer c. 20. John is trying to decide whether to go to Bermuda or Florida for vacation. John engage in his favorite recreations - swimming and fine dining - in either location However, he has read that many tourists have become crime victims in Florida. result, he decides to go to Bermuda. Which factors most likely influenced John decision? a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 21. Janet is 64 years old and is planning to retire in a year. She is trying to deci spend her leisure time. She is intrigued by an ad for college. It depicts sev citizens in a classroom enjoying a discussion with their professor. The tag end of the ads reads "Join the Group - For the Fun of It!". This ad most li attempting to appeal to which of the following needs in the PSSP hierarc! a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 22. Jill played racket ball with her friends for an hour. Afterward she wa thirsty. When she went to the soft drink machine, she noticed that al. purchased bottles of juice. Even though Jill preferred the taste of co Version A pg. 5 a bottle of juice. Jill was most likely trying to fulfill hierarchy? most likely trying to fulfill which needs in the PSSP a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 23. Marketers attempt to predict consumer purchase patterns based upon the buyer's place in the family life cycle. Which of the following statements about family decision making is true? a. In the United States, all family purchase decisions are traditionally made by the parents with little or no input/influence from the children. b. A person's role in the family decision making process tends to remain stable for decades (never changes). c. A family member's role in a purchase decision varies with the product and the family's stage of growth. d. When families purchase very large goods such as automobiles or houses, it is common for one spouse to make the decision without consulting the other spouse. e. Marketers have realized that families do not make any purchase decisions as group - instead each member makes his or her own decisions independently 24. Jean is running to the local deli to pick up milk. This type of purchase decision making would be best classified as which of the following? a. Limited Problem Solving and out b. Extended Problem Solving c. Routine Problem Solving Idez d. Reference Group o 5. Annie is purchasing a gift for her mother-in-law who has asked for an exotic This type of purchase decision making would be best classified as which of th following? a. Limited Problem Solving in 20 b. Extended Problem Solving a n d i n c. Routine Problem Solving d. Reference Group . Which of the following is a good source of secondary data? a. A focus group interview. b. Personal interviews with customers. C. US Census Data d. A marketing research survey. Version A pg. 27. A marketing analyst would NOT use which of the following research methods when gathering primary data? a. Observation. b. Experiment c. Mail survey. d. Wikipedia e. Personal interviews. 28. In the marketing research process, firms often gather and analyze secondary data rather than primary data because secondary data. a. Is more readily available and less expensive to collect than primary data. b. Provides more detailed information than primary data. c. Is easier to analyze than primary data. d. Includes proprietary data than no one else has access to. e. Can be customized to individual needs. 29. A manager is starting a marketing research project to investigate a new phenomenon that she has never encountered before. Under these conditions, which type of data should the manager examine FIRST? a. Primary data. b. Secondary data. c. Data that will be generated from a new telephone survey that will be custom designed to address the issue. d. Data that will be gathered by posting a new questionnaire about the issue on the Internet. 30. In order for a focus group to be successful it must satisfy which of the following? a. Represent a small, diverse group of people who represent the target market. b. Include as many people as possible - the more the merrier! c. Produce qualitative data that may or may not represent the larger target market. d. Should encourage a discussion guided by a trained moderator. e. A) and D) above. 31. As of May 2015, the U.S. Bureau of Labor Statistics has stated that the unemployment rate is 5.5%. This is an example of which of the following? a. Qualitative Research b. Quantitative Research 32. Focus groups are better suited for which type of research? a. Qualitative Research b. Quantitative Research Version A pg.4 18. Which of the following (best) assumptions can be made about consumers? a. Consumers make their product selections solely upon a rational comparison between price and quality. Consumers are not affected by advertising. Consumers can always be coerced into buying through the use of sales gimmicks. Consumers do not care about price. e. Consumers are intelligent and thoughtful but not entirely rational. 19. Consumer buying behavior best helps marketers create an effective marketing strategy because: a. Marketers can understand how consumers make decisions and better anticipate their needs. b. Marketers are able to bring a product to market faster than any potential competitors. Marketers learn exactly when the consumer makes the decision to buy. d. Marketers are able to determine the highest price they can charge for their product. e. Marketers see what competitors are able to do to attract potential consumer c. 20. John is trying to decide whether to go to Bermuda or Florida for vacation. John engage in his favorite recreations - swimming and fine dining - in either location However, he has read that many tourists have become crime victims in Florida. result, he decides to go to Bermuda. Which factors most likely influenced John decision? a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 21. Janet is 64 years old and is planning to retire in a year. She is trying to deci spend her leisure time. She is intrigued by an ad for college. It depicts sev citizens in a classroom enjoying a discussion with their professor. The tag end of the ads reads "Join the Group - For the Fun of It!". This ad most li attempting to appeal to which of the following needs in the PSSP hierarc! a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 22. Jill played racket ball with her friends for an hour. Afterward she wa thirsty. When she went to the soft drink machine, she noticed that al. purchased bottles of juice. Even though Jill preferred the taste of co Version A pg. 5 a bottle of juice. Jill was most likely trying to fulfill hierarchy? most likely trying to fulfill which needs in the PSSP a. Safety and Social. b. Personal and Safety. c. Personal and Social. d. Physiological and Social. e. Physiological and Safety. 23. Marketers attempt to predict consumer purchase patterns based upon the buyer's place in the family life cycle. Which of the following statements about family decision making is true? a. In the United States, all family purchase decisions are traditionally made by the parents with little or no input/influence from the children. b. A person's role in the family decision making process tends to remain stable for decades (never changes). c. A family member's role in a purchase decision varies with the product and the family's stage of growth. d. When families purchase very large goods such as automobiles or houses, it is common for one spouse to make the decision without consulting the other spouse. e. Marketers have realized that families do not make any purchase decisions as group - instead each member makes his or her own decisions independently 24. Jean is running to the local deli to pick up milk. This type of purchase decision making would be best classified as which of the following? a. Limited Problem Solving and out b. Extended Problem Solving c. Routine Problem Solving Idez d. Reference Group o 5. Annie is purchasing a gift for her mother-in-law who has asked for an exotic This type of purchase decision making would be best classified as which of th following? a. Limited Problem Solving in 20 b. Extended Problem Solving a n d i n c. Routine Problem Solving d. Reference Group . Which of the following is a good source of secondary data? a. A focus group interview. b. Personal interviews with customers. C. US Census Data d. A marketing research survey. Version A pg. 27. A marketing analyst would NOT use which of the following research methods when gathering primary data? a. Observation. b. Experiment c. Mail survey. d. Wikipedia e. Personal interviews. 28. In the marketing research process, firms often gather and analyze secondary data rather than primary data because secondary data. a. Is more readily available and less expensive to collect than primary data. b. Provides more detailed information than primary data. c. Is easier to analyze than primary data. d. Includes proprietary data than no one else has access to. e. Can be customized to individual needs. 29. A manager is starting a marketing research project to investigate a new phenomenon that she has never encountered before. Under these conditions, which type of data should the manager examine FIRST? a. Primary data. b. Secondary data. c. Data that will be generated from a new telephone survey that will be custom designed to address the issue. d. Data that will be gathered by posting a new questionnaire about the issue on the Internet. 30. In order for a focus group to be successful it must satisfy which of the following? a. Represent a small, diverse group of people who represent the target market. b. Include as many people as possible - the more the merrier! c. Produce qualitative data that may or may not represent the larger target market. d. Should encourage a discussion guided by a trained moderator. e. A) and D) above. 31. As of May 2015, the U.S. Bureau of Labor Statistics has stated that the unemployment rate is 5.5%. This is an example of which of the following? a. Qualitative Research b. Quantitative Research 32. Focus groups are better suited for which type of research? a. Qualitative Research b. Quantitative Research