Alternative Evaluation and Selection
1.Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.
A) alternatives
B) choices
C) heuristics
D) evaluative criteria
E) motives
2. Evaluative criteria can differ on which of the following?
A) type
B) number
C) importance
D) a and b
E) a, b, and c
3. Evaluative criteria differ on all EXCEPT which of the following?
A) type
B) number
C) quality
D) importance
E) evaluative criteria can differ on all of the above
4. The two types of evaluative criteria are _____.
A) primary and secondary
B) tangible and intangible
C) manifest and latent
D) direct and indirect
E) consummatory and instrumental
5. Cost and performance features are examples of which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental
6. Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental
7. Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
A) tangible
B) intangible
C) primary
D) secondary
E) instrumental
8. Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.
A) tangible
B) intangible
C) primary
D) secondary
E) consummatory
9. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.
A) which evaluative criteria are used by the consumer
B) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
D) a and b
E) a, b, and c
10. Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her or she must determine all EXCEPT which of the following?
A) which evaluative criteria are used by the consumer
B) how the consumer perceives the various alternatives on each criterion
C) the relative importance of each criterion
D) all of the above must be determined
E) none of the above
11 To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?
A) primary and secondary
B) manifest and latent
C) direct and indirect
D) immediate and delayed
E) nominal and interval
12. Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association
13. Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association
14. Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?
A) direct
B) indirect
C) primary
D) secondary
E) differential
15. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
A) conjoint analysis and factor analysis
B) factor analysis and regression analysis
C) regression analysis and perceptual mapping
D) projective techniques and perceptual mapping
E) projective techniques and regression analysis
16.Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?
A) tangible
B) intangible
C) projective techniques
D) perceptual mapping
E) conjoint analysis
17. Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?
A) tangible technique
B) intangible technique
C) projective technique
D) perceptual mapping
E) conjoint analysis
18. A technique that requires consumers to judge the similarity of alternative brands is _____.
A) conjoint analysis
B) attitude survey
C) semantic differential scale
D) perceptual mapping
E) none of the above
19. Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?
A) perceptual mapping
B) conjoint analysis
C) evaluative mapping
D) regression analysis
E) factor analysis
20. With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.
A) how the position of brands changes in response to marketing efforts
B) how different brands are positioned according to evaluative criteria
C) how to position new brands using evaluative criteria
D) how consumers will trade one evaluative criteria for another
E) all of the above
21. Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?
A) rank ordering scales
B) semantic differential scales
C) constant sum scales
D) Likert scales
E) nominal scales
22. Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?
A) rank ordering scales
B) semantic differential scales
C) constant sum scales
D) Likert scales
E) nominal scales
23. Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?
A) perceptual mapping
B) regression analysis
C) factor analysis
D) conjoint analysis
E) cluster analysis
24. In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?
A) perceptual mapping
B) regression analysis
C) factor analysis
D) conjoint analysis
E) cluster analysis
24. Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?
A) perceptual mapping
B) regression analysis
C) factor analysis
D) conjoint analysis
E) cluster analysis