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48.
Which of the following is the most popular indirect measurement approach to measuring the
relative importance of consumers' evaluative criteria?
49.
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?
50.
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?
51.
Which of the following is an example of a federal law passed to facilitate direct comparisons
among alternatives?
52.
The ability of an individual to distinguish between similar stimuli is called _____.
53.
Sensory discrimination is _____.
54.
The minimum amount that one brand can differ from another with the difference still being
noticed is referred to as the ______.
55.
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical
package of diapers was relatively high (i.e., more than $12 a package). Due to the threat of
store brands stealing market share because of their lower price, P&G decided to lower the
price for Pampers. While most consumers noticed the price reduction because P&G promoted
that fact, what most of them did not notice was that the number of diapers per package also
decreased. However, the reduction was only one or two diapers per package. Which of the
following best explains why consumers did not notice the reduction in the quantity?
56.
An attribute used to stand for or indicate another attribute is known as a _____.
57.
Which of the following is often used as a surrogate indicator of quality?
58.
Sam is a retiree with considerable resources, so he doesn't really spend much time on
purchase decisions. His belief is that the most expensive brand is probably also the best in
terms of quality. Sam uses price as a _____ indicator of quality.
59.
Which of the following affects how important various criteria are for consumers?
60.
John drinks Schweppes Ginger Ale for dinner as a beverage, while Jack uses it only as a
mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?
61.
Speed of service and convenient location are criteria Jake considers when deciding at which
restaurant to eat lunch during a work day. However, when he and his wife go out for a
romantic dinner, the ambiance and quality of the food are more important. Which factor is
influencing the importance he places of various criteria?
62.
Which type of test is one in which the consumer is not aware of the product's brand name?
63.
The famous Pepsi challenge had consumers taste two brands of cola without letting them
know the brand name of either. Which type of test is this?
64.
Which type of test enables the marketer to evaluate the functional characteristics of the
product and to determine if an advantage over a particular competitor has been obtained
without the contaminating, or halo, effects of the brand name or the firm's reputation?
65.
Firms with a limited reputation sometimes do which of the following with a reputable firm so as
to gain from the quality associated with the known brand?
66.
A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of
the following is this new brand using in an attempt to gain from the quality associated with
Hershey's chocolate?
67.
Which of the following is a decision rule used by consumers?
68.
Which of the following is NOT a decision rule used by consumers?
69.
Which of the following is a noncompensatory decision rule?
70.
Which decision rule establishes minimum required performance standards for each evaluative
criterion and selects the first or all brands that meet or exceed these minimum standards?
71.
Conrad is considering the purchase of a laptop computer. He has decided that he will not
spend more than $1,200, the computer must weigh no more than 4 pounds, and battery life
must be at least 4 hours. He has similar minimum requirements for a few other criteria he is
using to evaluate alternatives. If an alternative does not meet all of these minimum
requirements, he will not consider it further. Which decision rule is Conrad using?
72.
Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of Use
= 3, which of the following computers would be chosen using the conjunctive decision rule?
73.
Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would
be chosen using the disjunctive decision rule?
74.
Which decision rule establishes a minimum level of performance for each important attribute
(often a fairly high level) and says that all brands that meet or exceed the performance level
for any key attribute are considered acceptable?
