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Test your basic knowledge |
Market Research
Start Test
Study First
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. The percentage of the market having heard of a message - product - or brand.
Question Flow
Awareness
Product Testing
Observation
2. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data
Root
Quota Sample
Positioning
Exploratory Research
3. A type of study that witnesses behaviors and subjects are not aware that they are being watched.
Likert-Type Scales
Categorical or Close-ended Question
Probability Sample
Unobtrusive Observation
4. An interviewing technique in which mall patrons are stopped and asked for feedback.
t-Test
Probability Sample
Mean
Mall Intercept Survey
5. Research that attempts to assess new products prior to enacting the introduction.
Concept Test
Mutually Exclusive
Convenience Sampling
Demographic data
6. Less formal in procedural methods - this research seeks insight into problems rather than testing hypotheses.
Symptoms
Normal Distribution
Screening Questions
Exploratory Research
7. One to which the answer affects what will be asked next
Coding Questions
Skip Question
Role-Playing
Demographic data
8. One that places undue emphasis on some aspect of the topic
Overstated Questions
Mutually Exclusive
Cluster Sampling
Field Studies
9. A type of bias that is attributable to mistakes made by choosing a sample rather than a census.
Sample Error
Random Sampling
Obtrusive Observation
Simple Random Sampling
10. A method for testing hypothesis for differences in two or more means when continuous data is the measurement.
Non-probability sample
Scale Reliability
Two-way Frequency Distribution
ANOVA
11. Categorical data like gender - age groups - marital status - etc.
Discrete Data
Scale Validity
Exploratory Research
Chi Squared
12. A sampling process where each sample units has a known chance of being selected.
Problem Definition
Stratified random sample
Role-Playing
Random Sampling
13. Research that attempts to assess product improvements prior to enacting product modifications.
Data Analysis
Product Test
Stratified Sampling
Customer Relationship Management [CRM]
14. A measurement process whereby possible answers are predetermined.
Field Studies
Structured Measurement
Question Flow
Causal Research
15. Selecting subject based upon specific ratios of characteristics among sample members.
Quota Sample
Median
Scale Reliability
Data Analysis
16. Scales that offer several alternative levels of agreement for respondents.
Likert-Type Scales
Coding Questions
Referral Sampling
Census
17. Pertains to the sequencing of questions or blocks of questions - including any instructions - on the questionnaire
Project Presentation
Secondary Research
Question Flow
Systematic Sampling
18. Studies that seek to measure the differences between expected and real outcomes of services - products - and programs.
Systematic Sampling
Data content
Customer Satisfaction Studies
Random Sampling
19. A sample based upon judgement or knowledge and where the chance of being selected for a sample is not known.
Random Sampling
Scaled Response Question
Non-probability sample
Leading Question
20. The extent to which the measurements taken with a particular instrument are repeatable.
Obtrusive Observation
Normal Distribution
Scale Reliability
Survey Research
21. Linear data that possesses quality of naming - order - and equal intervals like distance - wealth - etc.
Normal Distribution
Data Analysis
Continuous Data
Situation Analysis
22. Lists response options on the questionnaire that can be answered quickly and easily
Demographic data
Causal Research
Categorical or Close-ended Question
Data content
23. Keep it focused on a single topic - Keep it brief - Keep it grammatically simple - Keep it crystal
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24. Allow you to split out groups of respondents to look for differences among those groups
Classification Questions
Nonsampling Error
Judgement/expert sample
t-Test
25. 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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26. 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
Secondary Research
Simple random sample
Product Testing
Cluster Sampling
27. Behavioral core - causal data
Situation Analysis
Behavioral core
Data content
t-Test
28. Estimating the level of customer demand and the reasons for that demand for a given product or service.
Mutually Exclusive
Demand analysis
Question Flow
Concept Testing
29. Studies that manipulate independent variables relative to dependent variables in a contrived setting.
Scaled Response Question
Laboratory Studies
Qualitative Research
Situation Analysis
30. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Product Test
Primary Research
Structured Measurement
Role-Playing
31. Bipolar adjectives that seek to measure object on multiple attributes that may be used to describe the object.
Semantic Differential
ANOVA
Random Sampling
Convenience Sampling
32. Research useful for identifying - determining - and describing existing characteristics of a subject matter.
Descriptive Research
Behavioral data
Dual Choice or Dichotomous Categorical Question
Customer Satisfaction Studies
33. Has only two response options such as "yes" or "no"
Dual Choice or Dichotomous Categorical Question
ANOVA
Third-Person Technique
Test Marketing
34. The most frequently encountered observation.
Mode
Referral Sampling
Transitions
Question Flow
35. Summary facts - typically representing aggregates of root data
Derived
Problem Definition
Demographic data
Unobtrusive Observation
36. A formal presentation of the analysis of data - providing a summary of findings - and drawing conclusions of research.
Mode
Laboratory Studies
Categorical or Close-ended Question
Project Presentation
37. Transactions
Problem Definition
Loaded Question
Behavioral core
Dichotomous Scales
38. An informal process of analyzing past - present - and future conditions that affect a firm's success and completive position.
Sampling
Situation Analysis
Non-probability sample
Continuous Data
39. The respondents are instructed to respond in their own words and the response depends on a topic
Simple Random Sampling
Open Ended Question
Continuous Data
Descriptive Research
40. Used to keep respondents on task and alert
Coding Questions
Concept Testing
Prompters
Open Ended Question
41. Buried in its wording elements that make reference to universal beliefs or rules of behavior
Loaded Question
Editing
Convenience Sampling
Stratified random sample
42. A summary in rows and columns of two discrete variables analyzed simultaneously. [Chi Square]
Mall Intercept Survey
Two-way Frequency Distribution
Causal data
Four Do's of Question Wording
43. Individual difference variables - geo-demographics
Demographic data
Nonsampling Error
Classification Questions
Unprobed Open Ended Format
44. The desired perception that a company wants to be associated with its target market relative to competing brands.
Positioning
t-Test
Coding Questions
Classification Questions
45. Gives the respondent a strong cue or expectation as to how to answer
Purposive Sampling
Causal data
Leading Question
Data content
46. The degree to which a scale measures what it is supposed to measure.
Two-way Frequency Distribution
Scale Validity
Quota Sampling
Four Do Not's of Question Wording
47. A sample that is chosen by subdividing a population into subgroups and then randomly selecting subject from each subgroup.
Sample Error
t-Test
Stratified random sample
Warm-up Questions
48. A type of bias that occurs in a research study regardless of whether a census or sample was gathered.
Awareness
Nonsampling Error
Four Do's of Question Wording
Product Test
49. Respondents are asked for the names and identities of other like themselves who might qualify to take part in the survey. Members of the population who are less well-known - disliked - or whose opinions conflict with the selected respondents' have
Referral Sampling
Multiple Response Categorical Question
Continuous Data
Non-probability sample
50. The researcher uses random numbers from a computer - random digit dialing - or some other random selection procedure that guarantees each member of the population in the sample frame has an identical chance of being selected into the sample.
Simple Random Sampling
Research Problem
Judgement/expert sample
t-Test
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