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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 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
Coding Questions
Secondary Research
Concept Test
Categorical or Close-ended Question
2. The desired perception that a company wants to be associated with its target market relative to competing brands.
Research Problem
Demand analysis
Positioning
Cluster Sampling
3. Buried in its wording elements that make reference to universal beliefs or rules of behavior
Convenience Sampling
Loaded Question
Causal Research
Hypothesis
4. Emphasizes the use of structured interviewing and gathering of empirical data.
Quantitative Research
Double-Barreled Questions
Qualitative Research
Structured Measurement
5. A summary in rows and columns of two discrete variables analyzed simultaneously. [Chi Square]
Test Marketing
Laboratory Studies
Two-way Frequency Distribution
Discrete Data
6. An attempt to test new product or product innovation ideas prior to producing and marketing the product idea.
Behavioral core
Situation Analysis
Scale Reliability
Concept Testing
7. Qualitative - quantitative - root - derived
Data types
Probed Open Ended Format
Structured Measurement
Mall Intercept Survey
8. Seeks no additional information from the respondent
Likert-Type Scales
Exploratory Research
Unprobed Open Ended Format
Overstated Questions
9. The percentage of the market having heard of a message - product - or brand.
Awareness
Positioning
Unobtrusive Observation
Prompters
10. Purchases - promotional responses - online/web activities
Reversals of Endpoints
Mode
Open Ended Question
Behavioral data
11. That data observation that splits a distribution of data at its midpoint.
Median
Qualitative
Unstructured Measurement
Product Test
12. 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.
Systematic Sampling
Simple Random Sampling
Third-Person Technique
Dual Choice or Dichotomous Categorical Question
13. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data
Probability Sample
Quantitative Research
Root
Simple Random Sampling
14. Gives the respondent a strong cue or expectation as to how to answer
Non-probability sample
Quantitative Research
Data basics
Leading Question
15. A measurement process whereby possible answers are predetermined.
Scale Validity
Structured Measurement
Secondary Research
Mean
16. A attempt to test elements of products or product innovations prior to presenting the product or innovation to the marketplace.
Problem Definition
Product Testing
Quantitative Research
Data Analysis
17. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Census
Data basics
Primary Research
Unobtrusive Observation
18. The process whereby interviews or survey instruments are checked for mistakes and corrected before analysis.
Observation
Median
Prompters
Editing
19. Measuring the degree to which an organization conforms to the quality level expected by customers.
Service Quality Research
Loaded Question
Multiple Response Categorical Question
Laboratory Studies
20. A method for testing hypotheses of relationships when discrete data is the measurement.
Data Analysis
Secondary Research
Chi Squared
Laboratory Studies
21. A sample based upon judgement or knowledge and where the chance of being selected for a sample is not known.
Concept Testing
Non-probability sample
Product Test
Warm-up Questions
22. An informed opinion; a possible solution; useful in guiding research investigations.
Prompters
Screening Questions
Mall Intercept Survey
Hypothesis
23. Behavioral core - causal data
ANOVA
Data content
Obtrusive Observation
Root
24. Studies that seek to measure the differences between expected and real outcomes of services - products - and programs.
Likert-Type Scales
Referral Sampling
Customer Satisfaction Studies
Exploratory Research
25. A research condition whereby independent variables are manipulated an artificial environment (lab). Controlled.
Transitions
Experimentation
Data types
Screening Questions
26. A bell shaped distribution that exists when the mean - median - and mode are equal; theoretical data distribution; t-Distribution.
Qualitative Research
Problem Definition
t-Test
Normal Distribution
27. A statement that seeks to determine precisely what problem management wishes to solve; information suggestive.
Double-Barreled Questions
Mutually Exclusive
Problem Definition
Scale Validity
28. The process of organizing data into structures and applying assessment techniques to the structures to test hypotheses.
Data Analysis
Primary Research
Demand analysis
Overstated Questions
29. An informal process of analyzing past - present - and future conditions that affect a firm's success and completive position.
Situation Analysis
Cluster Sampling
Systematic Sampling
Screening Questions
30. An interviewing technique in which mall patrons are stopped and asked for feedback.
Mall Intercept Survey
Unstructured Measurement
One Way Frequency Distribution
Prompters
31. Research useful for identifying - determining - and describing existing characteristics of a subject matter.
Universal Questions
Random Sampling
Descriptive Research
Mean
32. General condition indicators of broader problems/opportunities that influence management's thinking
Dual Choice or Dichotomous Categorical Question
Multiple Response Categorical Question
Categorical or Close-ended Question
Symptoms
33. 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
Cluster Sampling
Awareness
Non-probability sample
Quota Sampling
34. Samples drawn at the convenience of the interviewer and they may misrepresent the population - Mall intercepts are convenience samples
Convenience Sampling
Mode
Scaled Response Question
Discrete Data
35. A study that includes every member of a population of interest; nearly impossible to achieve.
Referral Sampling
Mall Intercept Survey
Scale Validity
Census
36. Research that allows the statement of cause and effect relationships among data or events.
Median
Qualitative
Causal Research
Unstructured Measurement
37. Studies that manipulate independent variables relative to dependent variables in a contrived setting.
F Statistic
Normal Distribution
Customer Satisfaction Studies
Laboratory Studies
38. A summary of how many times each possible raw response was selected by a set of respondents.
Referral Sampling
Positioning
One Way Frequency Distribution
Four Do Not's of Question Wording
39. Allow you to split out groups of respondents to look for differences among those groups
t-Test
Classification Questions
One Way Frequency Distribution
Scaled Response Question
40. Includes follow-up question(s) instructing the interviewer to ask for additional information
Probed Open Ended Format
Project Presentation
Referral Sampling
Leading Question
41. A method for testing hypothesis for differences in two or more means when continuous data is the measurement.
Dual Choice or Dichotomous Categorical Question
Quantitative
Data basics
ANOVA
42. Selecting subject based upon specific ratios of characteristics among sample members.
Quota Sample
Relationship Marketing
Dichotomous Scales
Classification Questions
43. A sample that is chosen by subdividing a population into subgroups and then randomly selecting subject from each subgroup.
Mall Intercept Survey
Descriptive Research
Stratified random sample
Probed Open Ended Format
44. Lists response options on the questionnaire that can be answered quickly and easily
Categorical or Close-ended Question
Scaled Response Question
Open Ended Question
Simple Random Sampling
45. Selected by an informed reserch who feels that a subject possesses characterisitcs qualifying them as a subject for a study.
Demand analysis
Mutually Exclusive
Judgement/expert sample
Positioning
46. The systematic process of witnessing and recording behaviors without questioning a subject.
One Way Frequency Distribution
Observation
Scale Validity
Quantitative
47. Scales that offer several alternative levels of agreement for respondents.
Probability Sample
Systematic Sampling
Four Do Not's of Question Wording
Likert-Type Scales
48. Statements or questions used to let the respondent know that changes in question topic or format are forthcoming
Dichotomous Scales
Relationship Marketing
Transitions
Scale Validity
49. A type of study that witnesses behaviors and subjects are not aware that they are being watched.
Scaled Response Question
Unobtrusive Observation
Secondary Research
Classification Questions
50. 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
Concept Test
Coding Questions
Quota Sampling
Loaded Question