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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. Dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's role
Structured Measurement
Skip Question
Role-Playing
Leading Question
2. The extent to which the measurements taken with a particular instrument are repeatable.
Service Quality Research
Likert-Type Scales
Convenience Sampling
Scale Reliability
3. Studies that seek to measure the differences between expected and real outcomes of services - products - and programs.
Secondary Research
Qualitative
Customer Satisfaction Studies
Prompters
4. Scales that offer on two alternatives; true-false; yes-no.
Dichotomous Scales
Reversals of Endpoints
Unobtrusive Observation
Behavioral data
5. Facts recorded in non-numeric fashion
Normal Distribution
Stratified random sample
Double-Barreled Questions
Qualitative
6. An attempt to test new product or product innovation ideas prior to producing and marketing the product idea.
Concept Testing
Unobtrusive Observation
Four Do Not's of Question Wording
Stratified random sample
7. A statement that seeks to determine precisely what problem management wishes to solve; information suggestive.
Descriptive Research
Warm-up Questions
Problem Definition
Unobtrusive Observation
8. The degree to which a scale measures what it is supposed to measure.
Screening Questions
Scale Validity
Mall Intercept Survey
Four Do's of Question Wording
9. Samples drawn at the convenience of the interviewer and they may misrepresent the population - Mall intercepts are convenience samples
ANOVA
Unstructured Measurement
Convenience Sampling
Discrete Data
10. Using a sample frame that lists members of the population - the researcher selects a random starting point for the first sample member. A constant "skip interval - " calculated by dividing the number of population members in the sample frame by the
Unstructured Measurement
Systematic Sampling
Purposive Sampling
Behavioral core
11. Buried in its wording elements that make reference to universal beliefs or rules of behavior
Loaded Question
Mutually Exclusive
Derived
Cluster Sampling
12. Estimating the level of customer demand and the reasons for that demand for a given product or service.
Editing
Behavioral core
Product Testing
Demand analysis
13. Purchases - promotional responses - online/web activities
Behavioral data
Customer Relationship Management [CRM]
Sample Error
Reversals of Endpoints
14. Emphasizes the use of unstructured interviewing techniques; ethnographic research.
Likert-Type Scales
Qualitative Research
Symptoms
Causal Research
15. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Overstated Questions
Primary Research
Relationship Marketing
Third-Person Technique
16. The desired perception that a company wants to be associated with its target market relative to competing brands.
Four Do Not's of Question Wording
Positioning
Unprobed Open Ended Format
Z Test
17. The percentage of the market having heard of a message - product - or brand.
Awareness
Relationship Marketing
Scale Validity
Data basics
18. A measurement process that seeks an open-end response from study subject.
Classification Questions
Observation
Situation Analysis
Unstructured Measurement
19. Studies that manipulate independent variables relative to dependent variables in a contrived setting.
Double-Barreled Questions
Laboratory Studies
Open Ended Question
Convenience Sampling
20. Utilizes a continuum chosen by the researcher to measure the attributes of some construct under study
Customer Relationship Management [CRM]
Screening Questions
Semantic Differential
Scaled Response Question
21. A management philosophy that focuses on building long-term - interactive - and loyal customer outcomes.
Relationship Marketing
Chi Squared
Mode
Continuous Data
22. A summary of how many times each possible raw response was selected by a set of respondents.
Question Flow
One Way Frequency Distribution
Concept Testing
ANOVA
23. Has only two response options such as "yes" or "no"
Causal Research
Dual Choice or Dichotomous Categorical Question
Problem Definition
Referral Sampling
24. The researcher uses personal judgment or that of some other knowledgeable person to identify who will be in the sample. Subjectively and convenience enter in here; consequently - certain members of the population will have a smaller chance of select
Behavioral data
Purposive Sampling
Project Presentation
Dichotomous Scales
25. A measurement process whereby possible answers are predetermined.
Role-Playing
Exhaustive
Structured Measurement
Quota Sample
26. Managing customer relationships by integrating customer information throughout the business.
Customer Relationship Management [CRM]
Causal data
Descriptive Research
Hypothesis
27. Lists response options on the questionnaire that can be answered quickly and easily
Categorical or Close-ended Question
Convenience Sampling
Likert-Type Scales
Causal data
28. An informal process of analyzing past - present - and future conditions that affect a firm's success and completive position.
Z Test
Situation Analysis
Awareness
Systematic Sampling
29. Bipolar adjectives that seek to measure object on multiple attributes that may be used to describe the object.
Unobtrusive Observation
Probability Sample
Semantic Differential
Chi Squared
30. Emphasizes the use of structured interviewing and gathering of empirical data.
Quantitative Research
Experimentation
Convenience Sampling
Descriptive Research
31. Gives the respondent a strong cue or expectation as to how to answer
Loaded Question
Test Marketing
Leading Question
Secondary Research
32. A condition whereby units of observation may exist in one and only one grouping.
Symptoms
t-Test
Customer Relationship Management [CRM]
Mutually Exclusive
33. Research useful for identifying - determining - and describing existing characteristics of a subject matter.
Data basics
Causal data
Descriptive Research
Quantitative
34. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data
Sampling
Root
Field Studies
Data Analysis
35. Allow you to split out groups of respondents to look for differences among those groups
Test Marketing
Simple random sample
ANOVA
Classification Questions
36. A sample where ech member of a population has a known - non-zero chance of being included in a sample.
Probability Sample
Probed Open Ended Format
Root
ANOVA
37. An interviewing technique in which mall patrons are stopped and asked for feedback.
Mall Intercept Survey
Test Marketing
Screening Questions
Positioning
38. The statistic test for testing a hypothesis with ANOVA.
F Statistic
Exhaustive
Probed Open Ended Format
Loaded Question
39. 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
Stratified random sample
Cluster Sampling
Data types
Simple random sample
40. General condition indicators of broader problems/opportunities that influence management's thinking
Primary Research
Symptoms
Exploratory Research
Mean
41. Type vs. content
Dual Choice or Dichotomous Categorical Question
Purposive Sampling
Situation Analysis
Data basics
42. Scales that offer several alternative levels of agreement for respondents.
Normal Distribution
Four Do Not's of Question Wording
Hypothesis
Likert-Type Scales
43. That data observation that splits a distribution of data at its midpoint.
Role-Playing
Relationship Marketing
Universal Questions
Median
44. If there are more than two options for the response
Positioning
Scale Validity
Quota Sampling
Multiple Response Categorical Question
45. Seeks no additional information from the respondent
Unprobed Open Ended Format
Census
Unobtrusive Observation
Mutually Exclusive
46. Who - What - Where - Where - Why - and How questions.
Double-Barreled Questions
Field Studies
Universal Questions
ANOVA
47. The respondents are instructed to respond in their own words and the response depends on a topic
Data types
Open Ended Question
Behavioral data
Awareness
48. Systematic gathering of information from a sample of respondents to gain inferences of a population of interest.
Survey Research
Scaled Response Question
Product Test
Relationship Marketing
49. 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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50. A attempt to test elements of products or product innovations prior to presenting the product or innovation to the marketplace.
Symptoms
Descriptive Research
Product Testing
Problem Definition