Chapter 16

Question 1

What part of the brain is associated with personal experiences

Answer 1

Episodic Memory

Question 2

What are the three foundational elements for developing strong memories?

Answer 2

Story, Place, & Emotion

Question 3

Humans are what type of learners?

Answer 3

Emotional and Visual

Question 4

What strengthens memories

Answer 4

Stories

Question 5

Consumer research process Step 1

Answer 5

Define the research objectives

Question 6

Research Objectives

Answer 6

Describe the topic of your research, what it is trying to achieve, and explain why you are pursuing it.

Question 7

Step 2 in consumer research process

Answer 7

Collect secondary data

Question 8

Examples of secondary data

Answer 8

segmentation data, government, and nongovernment agencies, internet, public libraries, educational institutes, and commercial information sources.

Question 9

Step 3 of consumer research process

Answer 9

Primary Research/ Create, conduct, and collect primary research

Question 10

Qualitative research typically happens before quantitative research. True or False

Answer 10

True

Question 11

Exploratory Purposes

Answer 11

New ideas for products or promotional themes = Qualitative

Question 12

Descriptive Purposes

Answer 12

Count the number of consumers who match the demographics or psychographics of the target market = Quantitative

Question 13

Qualitative research helps businesses understand big-picture consumer habits. True or False

Answer 13

True

Question 14

Qualitative research uncovers perceptions motivations attitudes and trends. (True or False)

Answer 14

True

Question 15

Quantitative research confirms or rejects subjective findings (true or false)

Answer 15

True

Question 16

Motivational Research

Answer 16

designed to uncover consumers’ subconscious or hidden motivations in the context of buying and consumption.

Question 17

Quantitative research is ideal for testing initial ideas (true or false)

Answer 17

True

Question 18

3 types of qualitative research

Answer 18

Ethnographic, Depth Interviews (IDIs), and focus groups

Question 19

Ethnographic Research

Answer 19

A qualitative method for collecting data through observations and interviews, which are then used to conclude how societies and individuals function.

Question 20

How many products are launched each year? and how many of them fail?

Answer 20

30,000 new products and 90% of them fail

Question 21

Questionnaries inlcude what type of questions?

Answer 21

Substantive questions and pertinent demographic questions

Question 22

Different types of surveys

Answer 22

Likert scales (agreement or disagreement), semantic differential scales (bipolar adjectives), behavior intention scale, rank order scales