中山大学吴柏林教授-“广告心理学”绝密资料-schiffman02-tif.doc

Chapter2:ConsumerResearch

MultipleChoiceQuestions:

Thestudyofconsumerbehaviormostaccuratelyenablesmarketersto:

setpricesatcertainlevels.

predicthowconsumerswillreacttopromotionalmessagesandunderstandwhytheymakethedecisionstheydo.

controlvariablecosts.

findthebestlocationtostartuparetailbusiness.

(b;Difficulty2,p.25)

Marketingisnotsimplyappliedeconomicsasearlyresearchersthought.Today,allofthefollowingarefactorsthataffectconsumerdecisionsexcept:

mood.

emotion.

price.

situation.

(c;Difficulty2,p.26)

Consumersarenotalwayslogicalproblemsolverswhoengageincarefulthoughtprocesses.Onepsychoanalystnamed_____usedFreudiantechniquestouncoverhiddenmotivations.

Dichter

Maslow

Horney

Pavlov

(a;Difficulty2,p.26)

Consumerresearcherstodayusetwodifferenttypesofresearchmethodologytostudyconsumerbehavior,_____and_____.

motivational;qualitative

qualitative;quantitative

quantitative;motivational

descriptive;quantitative

(b;Difficulty2,p.27)

__________isdescriptiveinnatureandisusedbyresearcherstounderstandtheeffectsofvariouspromotionalinputsontheconsumer.

Qualitativeresearch

Motivationalresearch

Quantitativeresearch

Interpritivism

(c;Difficulty1,p.27)

Quantitativeresearchfindingsaredescriptiveinnature,and:

samplesizesusedareusuallysmall.

thefindingsaresomewhatsubjective.

thefindingsareprimarilyusedtoobtainnewideasforpromotionalcampaigns.

thefindingscanbegeneralizedtoalargerpopulation.

(d;Difficulty2,p.27)

Qualitativeresearchfindingsareusuallyadministeredbyhighlytrainedinterviewers,and:

samplesizesarelargeandcanbegeneralizedtothelargerpopulation.

thefindingsaredescriptiveinnature.

thefindingsareprimarilyusedtoobtainnewideasforpromotionalcampaigns.

mostlyconsistofexperiments,surveytechniquesandobservation.

(c;Difficulty2,p.27)

Qualitativeresearchprimarily