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Chapter 15 Information Search Answer Key
Multiple Choice Questions
1.
(p. 511)
The second screen refers to
2.
Which of the following statements is FALSE regarding information search?
3.
Once a problem is recognized, relevant information from long-term memory is used to
determine if a satisfactory solution is known, what the characteristics of potential solutions are,
what the appropriate ways to compare solutions are, and so forth. This is referred to as
_____.
4.
Nakeisha wants to purchase some new makeup, but she wants something different from what
she is currently using. Because she has experience with this product, she just thinks of the
other products she has tried and decides to purchase one of those. Which type of information
search has Nakeisha performed?
5.
Which type of search can involve independent sources, personal sources, marketer-based
information, and product experience?
6.
Nathan is purchasing a new computer, so he asks his friends and family for help in selecting
one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and
has consulted Consumer Reports. Nathan is conducting which type of information search?
7.
If, in response to a problem, a consumer recalls a single, satisfactory solution, no further
information search or evaluation may occur. The consumer purchases the recalled brand and
_____ has occurred.
8.
Every winter, Laurie's skin becomes very dry and results in painful cracks in the skin on her
fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for
this problem, so she stops at the store to pick some up. Which type of decision making has
occurred?
9.
When a consumer notices a new product in a store because of the point-of-purchase display,
reads about the attributes of the product and recalls an unresolved problem that this product
will solve, and then purchases the product, _____ has occurred.
10.
Wendy was in Walmart and noticed a display with baking items collected together and a little
pad with recipes to tear off. She looked at the recipe and decided that this would make a nice
dessert for Thanksgiving, so she purchased the products that were conveniently located on
the display. Which type of decision making did Wendy undertake?
11.
For which type of decision making is external information search relatively important?
12.
Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for
the purpose of purchasing one, but he started considering it once he was there. However, he
did not purchase one on that trip. Instead he went to other stores to look at their mowers, he
asked his neighbor and his brother-in-law about their mowers, and he searched the Internet
before he decided on the brand to purchase. Which type of decision making did Eric
undertake?
13.
Deliberate external search that occurs in the absence of problem recognition and is done both
to acquire information for possible later use and because the process itself is pleasurable is
known as _____.
14.
Barry is always searching information about wine. He reads Wine Spectator every month, has
several books related to wine, visits wine-related websites frequently, and has visited several
wine regions throughout the world. While he purchases wine frequently, he does not conduct
this information search for just that reason. He just enjoys learning about wine. For Barry, his
search for information about wine is a(n) _____.
15.
A consumer decision requires information on which of the following?
16.
The desired features or characteristics required to meet a consumer's needs are his or her
_____.
17.
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and
styling are important to him. These attributes represent Freddy's _____.
18.
All of the brands that a consumer thinks of as potential solutions are known as the _____.
19.
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing
who they could get to do it for them, and they realized they knew of five pool contractors in
their city. These five pool contractors that they thought of as potential contractors for them
represent their _____.
20.
Which of the following is NOT a subcategory of the awareness set?
21.
The brands or products one will evaluate for the solution of a particular consumer problem are
called the _____.
22.
Thomas is aware of several different brands of electric shavers, but he is only seriously
considering three different brands. These three brands that Thomas is evaluating represent
his _____.
23.
The evoked set is also called the _____.
24.
Brands that are found completely unworthy of further consideration are members of the
_____.
25.
Darcy is considering the purchase of living room furniture. While there are several national-
chain furniture stores in her city, she is not considering Haverty's because she's purchased
furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is
included in her _____.
26.
Brands for which a consumer is aware but basically indifferent toward compose his or her
_____.
27.
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are
brands in this product category. However, she is basically indifferent toward them. These two
brands represent Elaine's _____.
28.
To which set do alternatives the consumer does not know about belong?
29.
Which of the following statements is FALSE regarding appropriate alternatives?
30.
Which of the following is a primary source of information available to consumers?
31.
Past searches, prior personal experiences, and prior low-involvement learning are examples
of which source of information?
32.
Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine
West and her positive attitude toward them, she plans on looking at the Nine West store first.
Her decision to visit the Nine West store is based on which source of information?
33.
Friends, family, and others are examples of which source of information?
Topic: Sources of Information
34.
Kasi is seeking the advice of her parents in her decision on which college to attend. Which
source of information is Kasi using?
35.
Magazines, consumer groups, and government agencies represent which source of
information?
36.
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how
the various brands were rated. Jon consulted which type of information source?
37.
Sales personnel, websites, and advertising represent which type of information source?
38.
Stephanie and her husband are considering the purchase of a 52-inch plasma television. They
have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and
have spoken with salespeople at several electronics stores. Which source of information are
they using?
39.
Which source of information includes inspection or product trial?
40.
Lane is test driving several models of automobiles to help him decide which one to purchase.
Which source of information does this represent?
41.
Which information source is NOT actively acquired by consumers?
42.
Susan actually knows quite a bit about some product categories that she doesn't actively seek
out information concerning and doesn't even own. Which of the following is the most likely
means by which she obtained this information?
43.
Research shows that the most important search-related use of the Internet is _____.
44.
Which demographic factors still have the most influence on U.S. adult Internet usage?
45.
Which of the following is NOT a research finding regarding the Internet as an information
source?
Topic: Internet Search
46.
Which of the following is TRUE regarding the Internet as a source of information?
47.
Research has shown that most of the online search leading up to a purchase was _____.
48.
Consumers conducting a generic search in an Internet search engine use which type of
terms?
49.
Bob is searching the Internet for information on digital cameras, so he types in the words
"digital camera" in Google. Which type of search is Bob conducting?
50.
Services that aid consumers in their search and decision making on the Internet are known as
_____.
51.
Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the
amount of information available on the Internet for this product. She visited one website that
offered a service that would do the searching and comparisons for her, so she decided to use
it. The service Amelia used is referred to as a(n) _____.
Topic: Internet Search
52.
Which of the following is NOT a major issue marketers must deal with concerning the
Internet's role in information search and decision making?
53.
Unsolicited e-mail that is a major concern and irritant is known as _____.
54.
Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically
for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails
that she wants to receive won't get through. This unsolicited e-mail is known as _____.
