Product testing evaluates the extent to which the product conforms to local tastes.
Indicate whether the statement is true or false
Question 2Which 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 young children.
e. Using a tape recorder to gather shopper impressions of a new store layout design.
Question 3In Guangzhou, China, Frito-Lay's Cheetos aren't cheesy at all.
Indicate whether the statement is true or false
Question 4The ability of a data collection technique to provide many types of primary data is known as:
a. breadth of scope.
b. cost efficiency.
c. communicability.
d. versatility.
e. objectivity.
Question 5Proctor & Gamble made a marketing blunder in Japan when it initially launched a thinner diaper.
Indicate whether the statement is true or false
Question 6Which of the following is an example of the communication method of obtaining data?
a. The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits.
b. A researcher infers people's reactions to a product display by noting how long they stand in front of it.
c. A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
d. A researcher measures consumer attitudes by means of subjects' responses to a questionnaire.
e. A researcher notes the gender and race of each person making a purchase during a special sale.
Question 7According to a segmentation study, Chinese consumers are more likely to go through skin care regimens and rituals, unlike Western women, who have less patience for rituals.
Indicate whether the statement is true or false
Question 8Which of the following is true about primary data?
a. A motive may refer to any inner state that channels behavior toward goals.
b. A general advantage of the questionnaire approach over the observational approach is its versatility or wide scope.
c. A person's intention refers to her anticipated or planned future behavior.
d. Only a and b.
e. a, b, and c.
Question 9According to a recent study of Chinese market segments, Chinese consumers prefer lively colors, and bright and bold packaging for their products.
Indicate whether the statement is true or false
Question 10The process of tracking behavioral information via the Web is called:
a. Web surfing.
b. Web trailing.
c. Web analytics.
d. Web engineering.
e. Web shadowing.
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