Which of the following describes the characteristics of the people and population segments, especially when used to identify consumer markets?
a. quality features c. buying habits
b. psychographics d. demographics
Question 2Industrial products tend to be more shielded from cultural influences than consumer durables.
Indicate whether the statement is true or false
Question 3Which of the following is a good characteristic for a focus group moderator to possess?
a. good listener
b. ability to make people feel comfortable so that they will talk in the group
c. ability to control discussion without being overbearing
d. all of these choices
Question 4Which of the following are not among the guidelines for determining question sequence?
a. Arrange questions in logical order.
b. Ask general questions last.
c. Place uninteresting and difficult questions early in sequence to make the rest of the questionnaire seem easier.
d. Use a simple and interesting opening question.
e. both b and c
Question 5Assigning a 1 or 0 code where each number represents an alternate response such as yes or no, is an example of _____.
a. editing
b. dummy coding
c. reverse coding
d. plugging
Question 6Which of the following raises red flags and motivate the manager to make adjustments?
a. feedback response c. feedforward deviations
b. negative deviations d. negative response
Question 7Consumer nondurables, such as food products, generally show the highest amount of sensitivity toward differences in national tastes and habits.
Indicate whether the statement is true or false
Question 8The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.
a. moderator
b. interviewer
c. facilitator
d. leader
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