ISC 161 Exam 1 Questions with
Complete Answers
Primary Research - ANSWER-What you collect yourself
Observations
Focus groups
Surveys
Experiments
Observations - ANSWER-Watching people during the decision-making process
Focus Groups - ANSWER-Groups 8-12 people from the target audience
Researchers-led discussion on the topic of interest
Takes advantage of people's social tendencies
Can generate very good insights about brand perceptions
Good way to focus in on what they key motivating factors are in brand choice
Survey - ANSWER-Use with larger populations
Can help expand on what was learned during focus groups
Able to ask more questions, but trade-off is limited range of answer choices
Good for letting a snapshot of the market at a specific point in time
Experiments - ANSWER-Way to test causal relationships
steps in the consumer decision-making process - ANSWER-Problem recognition
Information search
Evaluation of Alternatives
Purchase decision
Postpurchase evaluation
Problem Recognition - ANSWER-Maslow's hierarchy
-Physiological needs
-safety needs
-social needs
-esteem needs
- Self-actualization needs
Information Search - ANSWER-Internal Search
External Search
-ability to search
Level of motivation to search
-involvement
-need for cognition
-shopping enthusiasm
, Evaluation of Alternatives - ANSWER-Evoked set
Inept set
Inert set
multiattribute approach
affect referral
Purchase Decision - ANSWER-Purchase intentions
brand loyalty
Postpurchase Evaluation - ANSWER-Cognitive Dissonance
Maslow's Hierarchy - ANSWER-1. Physiological needs
2. Safety needs
3. Social needs
4. Esteem needs
5. Self-actualization
Attitude Change Strategies - ANSWER-Link the product to a goal or event
Add an important characteristic
Change perceptions of the competition
Change perceptions of your product
Classical Conditioning - ANSWER-Conditioned Stimulus ➡️
Conditioned Response
Conditioned Stimulus ➡️ Unconditioned Stimulus
Unconditioned Stimulus ➡️ Conditioned Response
Reference Groups - ANSWER-A group of people to which an individual or another
group is compared
Examples:
-Aspirational Groups
-Membership Groups
-Dissociative Groups
-Families
Stages of Planning Process - ANSWER-1. Behavioral Database
2. Valuation
3. Creating/Delivering Communications
4. Allocation of Resources
5. Evaluation
Brand Business Review - ANSWER-Update of where the brand is now
-Relationship with customers/prospects
-Competitive framework
-New/pending product improvements
-Distribution changes
-Legislative/environmental pressures
Behavioral Databases - ANSWER-Means of developing customer understanding
Complete Answers
Primary Research - ANSWER-What you collect yourself
Observations
Focus groups
Surveys
Experiments
Observations - ANSWER-Watching people during the decision-making process
Focus Groups - ANSWER-Groups 8-12 people from the target audience
Researchers-led discussion on the topic of interest
Takes advantage of people's social tendencies
Can generate very good insights about brand perceptions
Good way to focus in on what they key motivating factors are in brand choice
Survey - ANSWER-Use with larger populations
Can help expand on what was learned during focus groups
Able to ask more questions, but trade-off is limited range of answer choices
Good for letting a snapshot of the market at a specific point in time
Experiments - ANSWER-Way to test causal relationships
steps in the consumer decision-making process - ANSWER-Problem recognition
Information search
Evaluation of Alternatives
Purchase decision
Postpurchase evaluation
Problem Recognition - ANSWER-Maslow's hierarchy
-Physiological needs
-safety needs
-social needs
-esteem needs
- Self-actualization needs
Information Search - ANSWER-Internal Search
External Search
-ability to search
Level of motivation to search
-involvement
-need for cognition
-shopping enthusiasm
, Evaluation of Alternatives - ANSWER-Evoked set
Inept set
Inert set
multiattribute approach
affect referral
Purchase Decision - ANSWER-Purchase intentions
brand loyalty
Postpurchase Evaluation - ANSWER-Cognitive Dissonance
Maslow's Hierarchy - ANSWER-1. Physiological needs
2. Safety needs
3. Social needs
4. Esteem needs
5. Self-actualization
Attitude Change Strategies - ANSWER-Link the product to a goal or event
Add an important characteristic
Change perceptions of the competition
Change perceptions of your product
Classical Conditioning - ANSWER-Conditioned Stimulus ➡️
Conditioned Response
Conditioned Stimulus ➡️ Unconditioned Stimulus
Unconditioned Stimulus ➡️ Conditioned Response
Reference Groups - ANSWER-A group of people to which an individual or another
group is compared
Examples:
-Aspirational Groups
-Membership Groups
-Dissociative Groups
-Families
Stages of Planning Process - ANSWER-1. Behavioral Database
2. Valuation
3. Creating/Delivering Communications
4. Allocation of Resources
5. Evaluation
Brand Business Review - ANSWER-Update of where the brand is now
-Relationship with customers/prospects
-Competitive framework
-New/pending product improvements
-Distribution changes
-Legislative/environmental pressures
Behavioral Databases - ANSWER-Means of developing customer understanding
