Biology Forums - Study Force

Which of the following types of primary data can be measured by observation?
 a. Attitudes and opinions
  b. Motivations and present behavior
  c. Gender and current behavior
  d. Social class and gender
  e. Motivations and intentions

Question 2

Options that are unacceptable to consumers are known as
 a. rejection choices.
  b. evocation choices.
  c. the inept set.
  d. the inert set.
  e. illusory choices.

Question 3

Research has shown that many customers that experience a service failure, but have it corrected to their satisfaction, often have higher loyalty than customers who did not experience a service failure.
 
 Indicate whether the statement is true or false

Question 4

Which of the following is an advantage of the observational method over the communication method of gathering
  primary data?
 a. Versatility
  b. Speed
  c. Cost savings
  d. Objectivity
  e. None of the above.

Question 5

While searching for information about models of an SUV, Tony did not even consider a Mitsubishi because he did not know that Mitsubishi offered an SUV. Thus the Mitsubishi SUV was in Tony's
 a. consideration set.
  b. evoked set.
  c. inept set.
  d. inert set.
  e. disconfirmation set.

Question 6

The five dimensions of evaluating service quality are:
 a. reliability, responsiveness, assurance, empathy, and tangibles.
 b. reliability, responsiveness, assurance, performance, and intangibles.
 c. reliability, responsiveness, assurance, empathy, and tangibles.
 d. reliability, responsiveness, assurance, performance, and tangibles.
 e. none of the above.

Question 7

Which of the following is an example of the observation method of collecting primary data?
 a. Administering a questionnaire to shoppers in a supermarket.
  b. Recording the amount of time a shopper stops in front of a point-of-purchase display.
  c. Asking shoppers which brand they noticed first in a shelf display.
  d. Conducting a telephone survey to determine which brands of detergent are purchased by mothers with youngchildren.
 e. Using a tape recorder to gather shopper impressions of a new store layout design.

Question 8

When a consumer is exposed to a new brand extension, the existing brand name can serve as a positive anchor for subsequent judgments by
 a. increasing the connections in both echoic and iconic memory.
  b. altering the overall evaluation.
  c. decreasing short-term memory for the attributes, thus increasing image.
  d. altering the individual attributes of the product.
  e. eliciting prior affect from memory.

Question 9

Services:
 a. can not be stored.
 b. are intangible.
 c. are standardized.
 d. (a) and (b) only.
 e. (b) and (c) only.

Question 10

Which of the following is NOT an example of data collected by communication?
 a. Supermarket scanner data
  b. Telephone interview data
  c. Confidential survey questionnaire data
  d. National Purchase Diary data
  e. Omnibus panel data

Question 11

Focusing consumers' attention on certain attributes is a good way to increase the probability that judgments of their products and services are
 a. evaluated by a noncompensatory process.
  b. evaluated by a peripheral-route process.
  c. being anchored by a positive initial value.
  d. subject to the sleeper effect.
  e. judged by cutoff values.

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