BUS5113 Marketing Management Unit 2 Graded Quiz — 25 Q&A
Verified Answers 2025
Course:
BUS5113 Marketing Management — University of the People (UoPeople)
Level:
MBA
Year:
2025/2026
Format:
Graded Quiz Solutions — 25 Q&A with Verified Answers
BUS5113 Unit 2 Graded Quiz — Consumer Behavior and Market
Research
25 Questions with Verified Answers | Score: 96/100
Question 1:
According to the Engel-Kollat-Blackwell (EKB) model of consumer behavior, which of the following
best triggers the "problem recognition" stage?
A) A consumer evaluates different brands of smartphones based on battery life.
B) A consumer realizes their current laptop is too slow to run a newly required software program.
C) A consumer asks their colleagues for recommendations on accounting software.
D) A consumer feels satisfied after purchasing a new vehicle.
Answer: B
Explanation:
Problem recognition occurs when a consumer perceives a significant difference between their
current state and their desired or ideal state. In option B, the consumer's current state (a slow
laptop) no longer meets their required state (needing to run new software), triggering the
decision-making process. The other options describe subsequent stages such as evaluation,
information search, and post-purchase behavior.
, Question 2:
A marketing manager for a luxury car brand is trying to target a specific consumer segment. They
decide to use advertising that appeals to the consumers' desire for status, achievement, and
respect from their peers. According to Maslow's Hierarchy of Needs, which level of psychological
influence is the manager targeting?
A) Physiological needs
B) Safety needs
C) Esteem needs
D) Self-actualization needs
Answer: C
Explanation:
Esteem needs involve the desire for status, recognition, respect, and a sense of accomplishment.
Luxury car brands typically position their products to appeal to these needs rather than basic
physiological or safety requirements. Self-actualization refers to realizing one's full potential,
which is distinct from external status and peer recognition.
Question 3:
When conducting market research, a company decides to purchase a comprehensive industry
report from a syndicated research firm like Nielsen to understand broad market trends before
designing their own surveys. What type of data is the company utilizing by purchasing this report?
A) Primary data
B) Qualitative data
C) Secondary data
D) Experimental data
Answer: C
Explanation:
Secondary data refers to information that has already been collected by someone else for a
different purpose but is available for use. Purchasing an existing industry report is a classic
example of using secondary data, which is often more cost-effective and quicker to obtain than
primary data (which the company would collect themselves).
Question 4:
Verified Answers 2025
Course:
BUS5113 Marketing Management — University of the People (UoPeople)
Level:
MBA
Year:
2025/2026
Format:
Graded Quiz Solutions — 25 Q&A with Verified Answers
BUS5113 Unit 2 Graded Quiz — Consumer Behavior and Market
Research
25 Questions with Verified Answers | Score: 96/100
Question 1:
According to the Engel-Kollat-Blackwell (EKB) model of consumer behavior, which of the following
best triggers the "problem recognition" stage?
A) A consumer evaluates different brands of smartphones based on battery life.
B) A consumer realizes their current laptop is too slow to run a newly required software program.
C) A consumer asks their colleagues for recommendations on accounting software.
D) A consumer feels satisfied after purchasing a new vehicle.
Answer: B
Explanation:
Problem recognition occurs when a consumer perceives a significant difference between their
current state and their desired or ideal state. In option B, the consumer's current state (a slow
laptop) no longer meets their required state (needing to run new software), triggering the
decision-making process. The other options describe subsequent stages such as evaluation,
information search, and post-purchase behavior.
, Question 2:
A marketing manager for a luxury car brand is trying to target a specific consumer segment. They
decide to use advertising that appeals to the consumers' desire for status, achievement, and
respect from their peers. According to Maslow's Hierarchy of Needs, which level of psychological
influence is the manager targeting?
A) Physiological needs
B) Safety needs
C) Esteem needs
D) Self-actualization needs
Answer: C
Explanation:
Esteem needs involve the desire for status, recognition, respect, and a sense of accomplishment.
Luxury car brands typically position their products to appeal to these needs rather than basic
physiological or safety requirements. Self-actualization refers to realizing one's full potential,
which is distinct from external status and peer recognition.
Question 3:
When conducting market research, a company decides to purchase a comprehensive industry
report from a syndicated research firm like Nielsen to understand broad market trends before
designing their own surveys. What type of data is the company utilizing by purchasing this report?
A) Primary data
B) Qualitative data
C) Secondary data
D) Experimental data
Answer: C
Explanation:
Secondary data refers to information that has already been collected by someone else for a
different purpose but is available for use. Purchasing an existing industry report is a classic
example of using secondary data, which is often more cost-effective and quicker to obtain than
primary data (which the company would collect themselves).
Question 4:
