Market Research Consumer Behavior Research

Question 1

What is the primary goal of ethnographic research in market research?

Accepted Answer

To observe and understand consumer behavior in natural contexts through immersive study

Answer

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?

Accepted Answer

Grouping consumers based on the functional and emotional needs they seek to fulfill

Answer

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?

Accepted Answer

Uncovering deep consumer metaphors and mental models through image-based interviews

Answer

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'?

Accepted Answer

The subset of brands a consumer actively evaluates when making a purchase decision

Answer

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?

Accepted Answer

An interview technique linking product attributes to personal values through a chain of 'why' questions

Answer

Laddering is an in-depth interview technique that connects product attributes to functional consequences to personal values, revealing deep motivational drivers of consumer choice.

Market Research Practice Test

Market Research Practice Test

Market Research Consumer Behavior Research