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Buyer Behaviour Insights MARK 5032 Test 1

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Name: ______________________________________________________________________ Student ID: __________________________________________________________________

1. Which of the following ‘Schools of Inquiry’ (or ‘Schools of Thought’) focuses most on explanation rather than prediction? Interpretivism Market Modelling Behaviourism Cognitivism

A B C D

2. Which model of consumer decision treats purchasing as behaviour learned in response to aspects of the consumers situation? Cognitive Model Reinforcement Model Situational Model Habit Model

A B C D

3. Are solely loyal buyers of a brand heavy, light or average buyers of the category? Heavy buyers Light buyers Neither heavy nor light (average) buyers

A B C

4. In subscription markets… 100% loyalty is the norm Customers switch between brands at least half yearly Polygamous loyalty is the norm Consumers regularly shuffle between brands

A B C D

5. Which of the following combinations represents what makes a good empirical generalisation? Scope, Scope, Scope, Scope,

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Precision, Precision, Precision, Precision,

Parsimony, Usefulness, Link with theory Parsimony, Usefulness, Not linked with theory Complexity, Usefulness, Link with theory Complexity, Usefulness, Not linked with theory

For revision purposes only

A B C D

6. Which of the following is NOT a principle of data reduction in relation to table presentation: Results should be rounded to show two significant figures Brands should be presented in alphabetical order An average / total row should be included at the bottom of the table Any unnecessary table lines should be removed

A B C D

7. Which of the following concepts focuses on the idea of learning through ‘trial and error’? Brand recognition Classical conditioning Operant/ instrumental conditioning Double jeopardy

A B C D

8. Which of the following is the most likely explanation for smaller repertoire sizes The social class of the buyer Limited brand availability Attitudinal and behavioural commitment to the brand Limited finances of the buyer

A B C D

9. Polygamous loyalty means that buyers: Shuffle around between the brands in their repertoire Are not attitudinally loyal to any single brand Truly switch to another brand, unlikely to re-purchase the original brand Are solely loyal to a single brand

A B C D

10. Share of Category Requirements is a brand performance metric which measures: How big your brand is How often on average your buyers have bought your brand The proportion of people that have bought your brand at least once The proportion of your buyer’s total category purchases devoted to your brand

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For revision purposes only

A B C D...