chapter 02 - Consumer Behavior 10e(Schiffman/Kanuk Chapter...

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Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 2 Introduction to the Consumer Research Process 1) The purpose of studying consumer behavior is to enable marketers to anticipate how they might better meet consumer needs by ________. A) improving profit margins B) consistently beating competitors' prices C) offering consumers more suitable products and marketing messages D) convincing consumers that they need the products the company can produce E) pushing consumers to purchase products that they need but are reluctant to buy Answer: C Diff: 2 Page Ref: 24 AACSB: Reflective Thinking Skill: Concept Objective: 2.1: Understand the importance of consumer research for firms and their brands, as well as consumers 2) In consumer research, ________ is information that has already been collected for some other purpose, and is often helpful in designing a new research project. 3) In consumer research, ________ is new research especially designed and collected for purposes of a current research problem. 1 ScholarStock
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4) Focus groups and depth interviews are examples of ________ research. 5) The most difficult step in the consumer research process is ________. A) accurately defining the objectives of the research B) collecting and evaluating secondary data C) collecting primary data D) analyzing primary data E) preparing a report of the findings of primary data Answer: A Diff: 2 Page Ref: 25 AACSB: Reflective Thinking Skill: Concept Objective: 2.3: Understand the importance of establishing specific research objectives as the first step in the design of a consumer research project
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