Kay and Lucy Are Both Consumer Researchers

question 84

Multiple Choice

Kay and Lucy are both consumer researchers.They are arguing about various research approaches.Kay says, "Lucy, I don't understand why you waste your time doing all of those experiments.Consumer behavior can't be researched like chemistry! Consumers are irrational with their own subjective reality." Lucy responds, "I don't agree.Consumers behave more consistently than you might think, and it is perfectly appropriate to apply the scientific method-approach to studying consumers.Only by treating consumer behavior as a science can we generate generalizable theories of behavior." Based on this discussion, what consumer behavior research approach does Kay most support?

• A)An Ernest Dichter/Freudian approach
• B)A psychological approach
• C)Behavioral science approach
• D)Interpretivism approach
• E)Motivational research approach

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Definitions:

Hang Seng

A market index that represents the performance of the largest companies listed on the Hong Kong Stock Exchange.

Callable Bond

A type of bond that can be redeemed by the issuer before its maturity date, typically at a premium price.

Convertible Bond

A type of bond that can be converted into a predetermined amount of the company's equity at certain times during its life, usually at the discretion of the bondholder.

Yankee Bond

A bond issued in the United States by foreign banks and corporations, denominated in U.S. dollars.