Test your basic knowledge |

Market Research

Subject : business-skills
Instructions:
  • Answer 50 questions in 15 minutes.
  • If you are not ready to take this test, you can study here.
  • Match each statement with the correct term.
  • Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.

This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. That data observation that splits a distribution of data at its midpoint.






2. The researcher identifies quota characteristics such as demographic or product use factors and uses these to set up quotas for each class of respondent. The sizes of the quotas are determined by the researcher's belief about the relative size of each






3. Demographics - attitudes - preferences






4. Gives the respondent a strong cue or expectation as to how to answer






5. Instead of directly quizzing the respondent - the question can be couched in terms of a third person who is similar to the respondent






6. The degree to which a scale measures what it is supposed to measure.






7. Used to screen out respondents who do not meet the qualifications necessary to take part in the research study






8. Buried in its wording elements that make reference to universal beliefs or rules of behavior






9. The extent to which the measurements taken with a particular instrument are repeatable.






10. If there are more than two options for the response






11. Who - What - Where - Where - Why - and How questions.






12. Systematic gathering of information from a sample of respondents to gain inferences of a population of interest.






13. Facts recorded in non-numeric fashion






14. A condition whereby units of observation may exist in one and only one grouping.






15. Selecting subject based upon specific ratios of characteristics among sample members.






16. An interviewing technique in which mall patrons are stopped and asked for feedback.






17. Transactions






18. A sample where each member of a populations has an equal - non-zero chance of being included in a sample.






19. Managing customer relationships by integrating customer information throughout the business.






20. Research useful for identifying - determining - and describing existing characteristics of a subject matter.






21. Has only two response options such as "yes" or "no"






22. Allow you to split out groups of respondents to look for differences among those groups






23. Dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's role






24. Behavioral core - causal data






25. Individual difference variables - geo-demographics






26. An informed opinion; a possible solution; useful in guiding research investigations.






27. The desired perception that a company wants to be associated with its target market relative to competing brands.






28. The systematic process of witnessing and recording behaviors without questioning a subject.






29. Emphasizes the use of structured interviewing and gathering of empirical data.






30. Studies that manipulate independent variables relative to dependent variables in a contrived setting.






31. The use of numbers associated with question response options to facilitate data analysis after the survey has been conducted; Primary objective is to represent each possible response with a unique number because numbers are easier and faster to use i






32. Includes follow-up question(s) instructing the interviewer to ask for additional information






33. Don't ask leading questions - Don't ask loaded questions - Don't ask double-barreled questions - Don't use overstated questions

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34. A sample based upon judgement or knowledge and where the chance of being selected for a sample is not known.






35. Summary facts - typically representing aggregates of root data






36. Seeks no additional information from the respondent






37. Really two different questions posed in one question






38. The percentage of the market having heard of a message - product - or brand.






39. A type of bias that occurs in a research study regardless of whether a census or sample was gathered.






40. Nonprobability sampling resulting when sampling units do not have an known chance of being included.






41. A method for testing hypotheses of differences between two means when continuous data is the measurement. (n>30)






42. Research that attempts to assess product improvements prior to enacting product modifications.






43. A type of bias that is attributable to mistakes made by choosing a sample rather than a census.






44. Emphasizes the use of unstructured interviewing techniques; ethnographic research.






45. The most frequently encountered observation.






46. The sample frame is divided into groups called clusters - each of which must be considered very similar to the others. The researcher can then randomly select a few clusters and perform a census of each one (one stage). Alternatively - the research






47. Scales that offer on two alternatives; true-false; yes-no.






48. A method for testing hypothesis for differences in two or more means when continuous data is the measurement.






49. The process of selecting a small group of population elements for the purposes of imitating the population. Snapshot.






50. An attempt to test new product or product innovation ideas prior to producing and marketing the product idea.