11. According the text in Chapter 1, more people watch the Superbowl to:

A) see the advertisement

B) be with family/friends

C) avoid household work

D) conform to social pressures

12. The philosophy of science proposes that:

A) science, by its very nature, is empirically verifiable

B) researchers remain open to the possibility of change and modification

C) both of the above

D) none of the above

13. _________ examine the similarities and differences consumers seek in products and how these benefits fit into particular lifestyles.

A) Target market analyses

B) Benefit and lifestyle studies

C) Product life cycle analyses

D) Atmospherics studies

14. _______ provides basic demographic, geographic, psychographic, and behavioral information about specific target markets.

A) Target market analyses

B) Benefit and lifestyle studies

C) Product life cycle analyses

D) Atmospherics studies

15. ________ examines the effectiveness of advertising and marketing communications.

A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

D) Competitive analysis studies

16. _________ examine the current marketing situation faced by a company or brand and then identify potential markets.

A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

D) Competitive analysis studies

17. ________ are important for current products when market dynamics change.

A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

D) Competitive analysis studies

18. ________ should be conducted regularly to ensure market share is not lost to competitors.

A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

D) Competitive analysis studies

19. The early years of marketing research focused on:

A) leveraging computing power to improve data collection and analysis

B) developing analytical techniques

C) providing insights

D) using insights to make recommendations

20. The period of the 1970s and 1980s is often referred to as the:

A)  “golden age of consumer research”

B)  “foundation of marketing research”

C)  “consultative stage of marketing research”

D)  “insight stage of marketing research”