Marketing 480 // Market Research Essentials All Quiz Questions

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report.

False

Each of the following is part of the role fo the moderator, except ___________.

Making sure to never deviate from the moderator's guide.

The sum of the values divided by the number of responses.

Mean

This section of a research report details exactly how the data were collected.

Methodology

This methodology involves researchers secretly acting as consumer in order to gather data on the customer experience.

Mystery Shopping

A focus group activity in which participants are asked to complete tasks involving a potential product or website while observers watch, listen, and take notes.

Usability Tests

Internal secondary research involves ____________.

Existing research gathered within a researcher's own company.

True or False: Focus group participants should never be segmented by usage level fo the product category which they are about to discuss.

False

True or False: For a brand perception survey, it is important to divulge the company sponsoring the survey.

False

True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.

False

True or False: In market research, it is always best to collect the highest sample size possible regardless of cost or timing.

False

Results from a sample are called ___________.

A Statistic

Focus groups are _________.

A primary qualitative method.

Casual research _________.

Aims to determine if changes in one variable impacts changes in another variable.

All of the following are disadvantages to secondary research, except that ____________.

All of these are disadvantages: - External secondary data may no the comparable to internal data. - Data could be outdated. - The quality and accuracy must be scrutinized.

Which of the following is a recommended component of a survey invitation?

All of these are recommended: - Researcher's Credentials - What makes respondents qualified. - Survey Due Date

Overall measures are used for each of the following purposes, except ________.

All of these describe uses of overall measures: - For tracking results over time. - To gauge overall sentiment. - For correlation analysis.

Which of the following does a statistic use to determine how powerful a difference or relationship is?

All of these: - The sample size. - The spread of the data (variance). - The point difference between scores.

Who conducts market research?

All of these: - A mix of on-staff and external resources. - On-staff research experts. - An external research firm.

Used to test differences of interval variables (mean scores) among three or more groups.

Analysis of Variance (ANOVA)

Research questions _____________.

Are detailed and tactical in nature and help flesh out the overarching research objective.

Mean scores can be displayed ___________.

As bar charts and in tables.

The following are good uses of focus group methodology, except ____________.

Assuring the target population feels the same way as participants.

Psychographics are ____________.

Attitudes and behaviors of the target consumer.

All of the following are reputable secondary sources, except _________.

Blogs

Which type of question has no natural order to the response categories?

Categorical

The process of categorizing open-ended comments is referred to as __________.

Coding

__________ is expressed as a percent range indicating how much. statistic can fluctuate in the true population.

Confidence Interval/Margin of Error

___________ indicates how probable it is that if a study were replicated the same results would be found.

Confidence Level

The research objective ___________.

Declares the purpose of conducting the research.

Conducted in authentic situations and locations where observers record what naturally occurs as it happens.

Direct Observation

Each of the following is an advantage of observational research, except that it _________.

Examines the "how" not the "why".

Secondary research is ___________.

Existing Research

Sources of external secondary research include each of the following, except ___________.

Existing customer survey results.

True or False: Potential respondents should not be contacted a second time to remind them to participate in a survey since it violates the Insights Association Code of Standards and Ethics for Marketing Research and Data Analytics.

False

True or False: Research plans are only used when a company hires a research consulting firm.

False

True or False: Researchers must obtain permission to observe subjects in all observational research studies.

False

True or False: Survey development software tools generally cannot be used to provide summarized reports and descriptive statistics. Higher level data analysis tools, such as SPSS, R, or Minitab must be used.

False

True or False: Trending data over time does not require the survey question to be worded the same for each iteration.

False

This type of question screens out respondents who are not qualified to answer a follow-up question.

Filter

Which of the following is not an advantage to hiring an external research consultancy versus conducting in-house?

Generally Cheaper

In general, are response rates higher or lower for studies where potential respondents have an affiliation with the study's sponsor?

Higher

Which type of question has response options placed in a clear order and the distance between the response options are assumed to be the same?

Interval

Each of the following is an advantage to secondary research, except that it ____________.

Is generally more accurate than conducting primary research.

Exploratory research _____________.

Is used to discover new ideas or brainstorm solutions.

"Please rate our delightful service" is an example of which type fo question development mistake?

Leading Question

Secondary research is typically ________ and _______ compared to primary research.

Less Costly; Quick to Obtain

Which type of question suggests respondents give a socially desirable answer?

Loaded Question

Non-response error bias included self-selection bias, refusals, and _______.

Non-Contacts

This methodology is used for giving insight into the real consumer decision making process, how to improve customer service interactions, as well as retail design/layouts.

Observational Research

The fastest method of survey data collection. Results are instantly captured in a database and can be monitored for over or under representation of sample groups.

Online Survey

Primary research is ________.

Original Research

Used to test interval variables (mean scores) when the data is represented in pairs.

Paired T-Test

This term refers to inserting text into a survey based on information form the sample list or based on responses to prior questions in the survey.

Piping

Which type of sampling technique uses random selection to assure members of a population have an equal chance of being chosen?

Probability Sampling

A technique used by focus group moderators to dig for deeper and more meaningful responses.

Probing Questions

This section of the research report states the research objective the study was attempting to address.

Purpose

Surveys are mostly ________.

Quantitative

This technique involves gathering sample in predefined groups (cells). The aim is to ensure there are enough data within each cell for individual analysis.

Quota Sampling

Each is a measure of central tendency, except __________.

Range

Which sample source involves potential respondents opting in to participate in research studies?

Research Panels

This section of a research report profiles the collected sample and demonstrates how representative it is of the target market population.

Respondent Profile

When survey data is collected, it goes into a spreadsheet where each row represents a _________ and each column represents a/an ___________.

Respondent; Survey Question

Using the options below, which shows the lowest amount of surveys that could be collected while still meeting market research industry standards? Assume a 95% confidence level.

Sample Size = 500 Margin of Error = 4.4%

Which type of survey typically gathers ratings on all the touchpoint respondents encounter?

Satisfaction Surveys

This type of bias occurs when potential respondents feel strongly about a survey topic and are, therefore, more likely to participate.

Self-Selection Bias

Each of the following is true about open-ended questions, except that they ________.

Should be used in place of closed-ended questions where possible.

This method is good for surveys that require time and thought when recording responses.

Snail Mail Survey

The further the data points from the mean, the higher this measure of spread.

Standard Deviation

Demographics are ___________.

Statistics that describe target consumers' attributes.

A sampling technique where the sample is split into mutually exclusive groups proportionate to the population and then simple random sampling is employed within those groups.

Stratified Random Sampling

Each is part of the research plan, except __________.

Study Conclusions

Used to test differences of internal variables (mean scores) between two groups.

T-Test

Artifacts refer to ________.

The clothes, accessories, and belongings of subjects.

New product development and brand perception survey usually follow which type of question sequencing?

The funnel approach.

Each is a necessary component of a secondary research report, except _________.

The survey tool used.

What makes environmental scanning different from other forms of secondary research?

There is no specific research objective.

True or False: A screening question is used to qualify potential respondents to take part in a study.

True

True or False: A small p-value (less than .05) indicates strong evidence against the null hypothesis.

True

True or False: Anonymity can be achieved by sending a generic survey link to sample without any identifying characteristics embedded.

True

True or False: Master shop tools should follow the training and protocol guidelines provided by the company to customer service staff.

True

True or False: Secondary data can be either qualitative or quantitative.

True

True or False: Secondary research can be exploratory.

True

True or False: Secondary research is typically conducted before primary research.

True

True or False: Tables can be used to display large amounts of mean scores or percentages that otherwise might not fit in a bar chart.

True

True or False: When charting mean scores, it is important the scale on the chart is the same as the scale used on the survey.

True

True or False: Word clouds can be used to display qualitative data.

True

True or False; Primary data can be either quantitative or qualitative.

True

This term refers to giving more or less power to data in underrepresented or overrepresented segments so that the data more closely matches the mix of the target population.

Weighting

Geodemographic segmentation can be useful for each of the following, except ___________.

When identifying weaknesses of a current product.