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






2. Samples drawn at the convenience of the interviewer and they may misrepresent the population - Mall intercepts are convenience samples






3. Keep it focused on a single topic - Keep it brief - Keep it grammatically simple - Keep it crystal

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






5. Studies that manipulate independent variables relative to dependent variables in a natural setting.






6. Facts recorded in non-numeric fashion






7. Purchases - promotional responses - online/web activities






8. 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






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






10. Utilizes a continuum chosen by the researcher to measure the attributes of some construct under study






11. Instead of putting all the negative adjectives on one side and all the positive ones on the other side - a researcher will switch the positions of a few items






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






13. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data






14. 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






15. Linear data that possesses quality of naming - order - and equal intervals like distance - wealth - etc.






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






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






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






19. One that places undue emphasis on some aspect of the topic






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






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






22. Data that is collected and assembled by a research for a specific research problem; controlled data collection.






23. General condition indicators of broader problems/opportunities that influence management's thinking






24. Demographics - attitudes - preferences






25. 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






26. One to which the answer affects what will be asked next






27. A formal presentation of the analysis of data - providing a summary of findings - and drawing conclusions of research.






28. Selected by an informed reserch who feels that a subject possesses characterisitcs qualifying them as a subject for a study.






29. The average of observed data.






30. A type of study that witnesses behaviors and subjects are not aware that they are being watched.






31. 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






32. A study that includes every member of a population of interest; nearly impossible to achieve.






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. 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.






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






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






37. Lists response options on the questionnaire that can be answered quickly and easily






38. Type vs. content






39. A condition whereby all possible groupings of units or data have been included for consideration.






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






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






42. Behavioral core - causal data






43. A attempt to test elements of products or product innovations prior to presenting the product or innovation to the marketplace.






44. Measuring the degree to which an organization conforms to the quality level expected by customers.






45. Individual difference variables - geo-demographics






46. The process whereby interviews or survey instruments are checked for mistakes and corrected before analysis.






47. Summary facts - typically representing aggregates of root data






48. A measurement process that seeks an open-end response from study subject.






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






50. 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