marketing research questions

______ refers to studying the user experience with a product, service, or customer interaction. a. UI research b. UX research c. In-depth interviews d. Dyads

b

A technique used by focus group moderators to dig for deeper and more meaningful responses. a. Probing questions b. Clarifying questions c. Open-ended questions d. Referring to participants by name

a

Conducted in authentic situations and locations where observers record what naturally occurs as it happens. a. Direct observation b. Focus groups c. Visible observation d. Contrived observation

a

Describes demographic characteristics, psychographic behaviors, as well as opinions held by a market a. Aims to determine if changes in one variable impacts changes in another variable b. Cannot be projected upon a larger population c. Is used to discover new ideas or brainstorm solutions

a

Each of the following is an advantage to secondary research, except that it ______. a. Is generally more accurate than conducting primary research b. Does not require access to a sample of respondents or participants c. Can help guide subsequent primary research d. Is typically inexpensive (often free)

a

Each of the following is part of the role of the moderator, except ______. a. Making sure to never deviate from the moderator's guide b. Building a rapport with participants c. Engaging members who are not forthcoming d. All of these are part of the moderator's role

a

Focus groups are ______. a. A primary qualitative method b. An internal secondary method c. A primary quantitative method d. An external secondary method

a

New product development and brand perception surveys usually follow which type of question sequencing? a. The funnel approach b. The random approach c. The pathway approach d. The screener approach

a

Please rate our delightful service" is an example of which type of question development mistake? a. Leading question b. Loaded question c. Ambiguous question d. Double-barreled question

a

Primary research is ______. a. original research b. external research c. internal research d. existing research

a

Psychographics are ______ .a. attitudes and behaviors of the target consumer b. the voice of the customer c. statistics that describe target consumers' attributes

a

The research objective ______. a. Declares the purpose of conducting the research b. Is detailed and tactical in nature c. Should be addressed only after a methodology is chosen d. Should be positioned at the end of the proposal

a

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

a

n order to gather comparison ratings of items in a survey, it is important to . a. Use the same scale for each item being rated b. Make the scale interval c. Make the scale ratio d. Ask a qualitative question

a

A single piece of information in research is referred to as ______. a. data b. datum c. percentile d. mean score

b

An in-depth, semi-structured, question-and-answer session with one to three participants is considered _______. a. A focus group b. An interview c. Ethnographic research d. Secondary research

b

Capturing authentic behaviors, reactions, and interactions involving a product, product concept, or service in a real-world setting is which type of methodology? a. Focus groups b. Ethnographic market research c. Mystery shopping d. Surveys

b

Each of the following is true about open-ended questions, except that they . a. Should be developed to avoid yes/no responses b. Should be used in place of closed-ended questions where possible c. Require coding d. All of these are true about open-ended questions

b

External Secondary research might typically come into play in the following situations, except when ______. a. Monitoring competitor and market trends b. Gathering customer satisfaction results regarding a recent product launch c. Examining outcomes to similar research questions posed in the past d. Benchmarking against past internal performance

b

Sales and customer data are considered ______. a. External secondary data b. Internal secondary data c. Primary data d. External primary data

b

Secondary research is typically ______ and ______ compared to primary research. a. more expensive; slower to obtain b. less costly; quicker to obtain c. more accurate; includes a more robust sample size d. less accurate; includes a smaller size

b

The three types of research are exploratory, descriptive, and ______. a. Statistical b. Causal c. Sample d. Dual

b

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

b

Which of the following is a measurement type that results in values that can be counted as part of distinct groups? a. Continuous b. Categorical c. Interval d. Ratio

b

Which type of question suggests respondents give a socially desirable answer? a. Leading question b. Loaded question c. Ambiguous question d. Double-barreled question

b

Which type of survey typically gathers ratings on all the touchpoints respondents encounter? a. Brand perception surveys b. Satisfaction surveys c. New product development surveys d. None of these

b

All of the following are reputable secondary sources, except ______. a. Libraries b. Research vendors c. Blogs d. Trade associations

c

Demographics are ______. a. attitudes and behaviors of the target consumer b. the voice of the customer c. statistics that describe target consumers' attributes d. data collected from opinion research

c

Each of the following is an advantage of observational research, except that it ______. a. Can alleviate respondent bias b. Provides unique insight into behaviors c. Examines the "how," not the "why" d. All of these are advantages to observational research

c

Each of the following is part of the research plan, except ______. a. Research objective b. Cost/investment c. Study conclusions d. Study timeline

c

Ethnographic market research includes each of the following data collection methods, except ______. a. Observation b. Virtual and mobile c. Online surveys d. Passive tracking

c

External secondary research can be used to gather information about the following topics except ______. a. Population statistics b. Industry and competitive data c. Current level of employee satisfaction d. Brand reputation

c

In observational research, the following can be recorded, except ______. a. Body language b. Verbal statements c. Thoughts and opinions d. Spatial behavior

c

Sources of external secondary research include each of the following, except ______. a. Results of a survey conducted by a trade organization b. Industry databases c. Existing customer survey results d. Population statistics of a target market area

c

This methodology involves researchers secretly acting as consumers in order to gather data on the customer experience. a. Focus groups b. Observational research c. Mystery shopping d. Experiments

c

What makes environmental scanning different from other forms of secondary research? a. The sources used are not the same b. Data is limited to industry databases c. There is no specific research objective d. Citations are not needed

c

Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house? a. more likely to remain objective and unbiased b. may have access to comparative data c. generally cheaper

c

Which type of question has no natural order to the response categories? a. Interval b. Ordinal c. Nominal d. Likert

c

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. a. Word association b. Cartoons c. Collages d. Usability tests

d

All of the following are disadvantages to secondary research, except that ______. a. Data could be outdated b. The quality and accuracy must be scrutinized c. External secondary data may not be comparable to internal data d. All of these are disadvantages

d

Directly after respondents review an advertising concept, it is best practice in an advertising concept survey to . a. Find out if the respondent would be willing to purchase the product b. Ask about relevance c. Ask about fit with key brand attributes d. Gather first impressions using open-ended questions

d

Geodemographic segmentation can be useful for each of the following, except ______. a. For examining the viability of opening a new location b. In cases whether or not it makes sense to advertise in a particular area c. For how to attract and communicate with targeted clusters d. When identifying weaknesses of a current product

d

Internal secondary research involves ______. a. Original research conducted internally b. Existing research gathered outside of a researcher's company c. Original research conducted by an external firm d. Existing research gathered within a researcher's own company

d

Overall measures are used for each of the following purposes, except . a. For tracking results over time b. For correlation analysis c. To gauge overall sentiment d. All of these describe uses of overall measures

d

Participants providing vlogs, pictures, and essays detailing their feelings, opinions, and reactions are good examples of ______. a. Diaries b. Passive tracking c. Observation d. Virtual ethnography

d

Secondary research is ______. a. original research b. external research c. internal research d. existing research

d

The following are good uses of focus group methodology, except ______. a. Guiding new product development b. Gauging new ideas c. Brainstorming solutions d. Assuring the target population feels the same way as participants

d

What is a variable? a. Descriptive data b. Tests causal relationships c. Data that does not change over time d. Data that has a quantity that can vary

d

Which of the following is used to examine cause and effect relationships? a. Focus groups b. Ethnographic market research c. Mystery shopping d. Experiments

d

Who conducts market research? a. On-staff research experts b. A mix of on-staff and external resources c. An external research firm d. All of these

d