An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____.
a. secondary data researcher
b. mystery shopper
c. pilot researcher
d. undercover researcher
Question 2In conducting international marketing research, evidence suggests that measures are fairly reliable across countries for hard variables, such as age and gender, but have limited reliability for soft variables, like lifestyle, product involvement, and attitudes.
Indicate whether the statement is true or false
Question 3Randomness characterizes a procedure whose outcome cannot be predicted because it depends on chance.
Indicate whether the statement is true or false
Question 4The concept of how consumers' economic votes weed out bad businesses and reward good businesses is referred as which of the following?
a. consumer freedom c. consumer sovereignty
b. consumer power d. consumer knowledge
Question 5Who proposed the hierarchy of needs theory?
a. Abraham Maslow
b. Douglas McGregor
c. Frederick Herzberg
d. David McClelland
Question 6All of the following are examples of an observation study EXCEPT _____.
a. a mystery shopper pretending to be a customer in a McDonald's outlet
b. a cable laid across the street that records the number of cars that pass a certain intersection
c. determining how long employees spend taking breaks to smoke cigarettes
d. a consumer responding to a questionnaire about advertising
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