Market Research Consumer Behavior Research 1 — Questions and Answers
Question 1: What is the primary goal of ethnographic research in market research?
- To statistically measure consumer product preferences at scale
- To observe and understand consumer behavior in natural contexts through immersive study (Correct answer)
- To conduct large-scale surveys of consumer demographics
- To analyze sales data for behavioral patterns over time
Correct answer: To observe and understand consumer behavior in natural contexts through immersive study
Ethnographic research immerses researchers in consumers' natural environments to gain deep, contextual understanding of behavior, motivations, and cultural influences.
Question 2: What is 'need state' segmentation in consumer research?
- Segmenting consumers by the geographic state they live in
- Grouping consumers based on the functional and emotional needs they seek to fulfill (Correct answer)
- Measuring the urgency of consumer purchase intent
- Segmenting consumers based on financial need or household income
Correct answer: Grouping consumers based on the functional and emotional needs they seek to fulfill
Need state segmentation identifies distinct occasions or mindsets in which consumers seek different benefits, going beyond traditional demographic segmentation.
Question 3: What is the Zaltman Metaphor Elicitation Technique (ZMET) used for?
- Measuring price sensitivity using visual stimuli as prompts
- Uncovering deep consumer metaphors and mental models through image-based interviews (Correct answer)
- Conducting rapid ethnographic observation in retail settings
- Eliciting quick consumer reactions to advertising concept boards
Correct answer: Uncovering deep consumer metaphors and mental models through image-based interviews
ZMET is a qualitative technique that uses consumer-selected images to uncover unconscious thoughts, feelings, and motivations driving behavior.
Question 4: In consumer behavior research, what is the 'consideration set'?
- All brands a consumer is aware of within a product category
- The subset of brands a consumer actively evaluates when making a purchase decision (Correct answer)
- The complete set of factors a consumer weighs when evaluating a single brand
- The full set of research considerations for a consumer study
Correct answer: The subset of brands a consumer actively evaluates when making a purchase decision
The consideration set consists of brands that a consumer actively evaluates during the purchase decision process, typically much smaller than the awareness set.
Question 5: What is 'laddering' in consumer research?
- A technique for ranking brands in a hierarchical brand ladder
- An interview technique linking product attributes to personal values through a chain of 'why' questions (Correct answer)
- A method for scaling consumer preferences using ladder-style rating scales
- A technique for assessing a brand's competitive ladder position
Correct answer: An interview technique linking product attributes to personal values through a chain of 'why' questions
Laddering is an in-depth interview technique that connects product attributes to functional consequences to personal values, revealing deep motivational drivers of consumer choice.
Question 6: What is 'shopper marketing research' focused on?
- Recruiting shoppers to conduct market research for brands
- Understanding consumer behavior at or near the point of purchase (Correct answer)
- Analyzing online shopping cart abandonment rates and patterns
- Researching shopping mall foot traffic and store visit frequency
Correct answer: Understanding consumer behavior at or near the point of purchase
Shopper marketing research studies how consumers make purchasing decisions at or near the point of sale, including in-store behavior, path to purchase, and purchase triggers.
Market Research Consumer Behavior Research 1
What is the primary goal of ethnographic research in market research?