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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. Estimating the level of customer demand and the reasons for that demand for a given product or service.
Data content
Mall Intercept Survey
Demand analysis
F Statistic
2. Research that allows the statement of cause and effect relationships among data or events.
Positioning
Project Presentation
Unobtrusive Observation
Causal Research
3. Keep it focused on a single topic - Keep it brief - Keep it grammatically simple - Keep it crystal
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4. The percentage of the market having heard of a message - product - or brand.
Open Ended Question
Awareness
Skip Question
Third-Person Technique
5. Managing customer relationships by integrating customer information throughout the business.
Census
Customer Relationship Management [CRM]
Skip Question
One Way Frequency Distribution
6. Demographics - attitudes - preferences
Causal data
Sampling
Customer Satisfaction Studies
Observation
7. The most frequently encountered observation.
Loaded Question
Unstructured Measurement
Mode
Semantic Differential
8. A condition whereby all possible groupings of units or data have been included for consideration.
Exhaustive
Data content
Census
Laboratory Studies
9. An informed opinion; a possible solution; useful in guiding research investigations.
Demographic data
Dual Choice or Dichotomous Categorical Question
Data Analysis
Hypothesis
10. A research condition whereby independent variables are manipulated an artificial environment (lab). Controlled.
Customer Satisfaction Studies
Experimentation
Non-probability sample
Mutually Exclusive
11. The degree to which a scale measures what it is supposed to measure.
Mean
Scale Validity
Transitions
Discrete Data
12. A bell shaped distribution that exists when the mean - median - and mode are equal; theoretical data distribution; t-Distribution.
Normal Distribution
Simple random sample
Exploratory Research
Hypothesis
13. Gives the respondent a strong cue or expectation as to how to answer
Census
Mode
Leading Question
Universal Questions
14. 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
Purposive Sampling
Data types
Structured Measurement
Dichotomous Scales
15. That data observation that splits a distribution of data at its midpoint.
Open Ended Question
F Statistic
Median
Third-Person Technique
16. Dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's role
Role-Playing
Two-way Frequency Distribution
Causal Research
Dichotomous Scales
17. Samples drawn at the convenience of the interviewer and they may misrepresent the population - Mall intercepts are convenience samples
Quantitative
Convenience Sampling
Primary Research
Third-Person Technique
18. Statements or questions used to let the respondent know that changes in question topic or format are forthcoming
Customer Satisfaction Studies
Transitions
Exhaustive
Field Studies
19. Behavioral core - causal data
Unstructured Measurement
Demographic data
t-Test
Data content
20. An attempt to test new product or product innovation ideas prior to producing and marketing the product idea.
One Way Frequency Distribution
Experimentation
Derived
Concept Testing
21. A type of bias that is attributable to mistakes made by choosing a sample rather than a census.
Sample Error
Situation Analysis
Chi Squared
Discrete Data
22. A statement that seeks to determine precisely what problem management wishes to solve; information suggestive.
Secondary Research
Problem Definition
Symptoms
Data Analysis
23. 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
Situation Analysis
Z Test
Referral Sampling
Quantitative Research
24. Has only two response options such as "yes" or "no"
Dual Choice or Dichotomous Categorical Question
Two-way Frequency Distribution
Obtrusive Observation
Causal data
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. Less formal in procedural methods - this research seeks insight into problems rather than testing hypotheses.
Warm-up Questions
Causal data
Categorical or Close-ended Question
Exploratory Research
27. Scales that offer on two alternatives; true-false; yes-no.
Dichotomous Scales
Question Flow
Demographic data
One Way Frequency Distribution
28. An informal process of analyzing past - present - and future conditions that affect a firm's success and completive position.
Dual Choice or Dichotomous Categorical Question
Situation Analysis
Prompters
Unobtrusive Observation
29. A measurement process whereby possible answers are predetermined.
Scaled Response Question
Multiple Response Categorical Question
Structured Measurement
Data Analysis
30. A measurement process that seeks an open-end response from study subject.
Judgement/expert sample
Root
Concept Testing
Unstructured Measurement
31. Who - What - Where - Where - Why - and How questions.
Situation Analysis
Open Ended Question
Test Marketing
Universal Questions
32. A method for testing hypotheses of differences between two means when continuous data is the measurement. (n>30)
Unstructured Measurement
t-Test
Z Test
F Statistic
33. Summary facts - typically representing aggregates of root data
Derived
Quota Sampling
Four Do Not's of Question Wording
Scale Validity
34. Allow you to split out groups of respondents to look for differences among those groups
Scaled Response Question
Quota Sample
Role-Playing
Classification Questions
35. One that places undue emphasis on some aspect of the topic
Structured Measurement
Overstated Questions
Behavioral core
Data Analysis
36. Instead of directly quizzing the respondent - the question can be couched in terms of a third person who is similar to the respondent
Third-Person Technique
Judgement/expert sample
Descriptive Research
Service Quality Research
37. 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
Normal Distribution
Data content
Multiple Response Categorical Question
38. Used to keep respondents on task and alert
Mode
Prompters
Descriptive Research
Two-way Frequency Distribution
39. The statistic test for testing a hypothesis with ANOVA.
Observation
Problem Definition
F Statistic
Derived
40. Pertains to the sequencing of questions or blocks of questions - including any instructions - on the questionnaire
Question Flow
Behavioral data
Test Marketing
Coding Questions
41. The systematic process of witnessing and recording behaviors without questioning a subject.
Behavioral core
Four Do's of Question Wording
Observation
Prompters
42. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Primary Research
Leading Question
Multiple Response Categorical Question
Relationship Marketing
43. 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
Root
Systematic Sampling
Research Problem
Coding Questions
44. Historical research that has been previously collected by someone other than the research and for another purpose.
Laboratory Studies
Observation
Secondary Research
Product Test
45. Used to screen out respondents who do not meet the qualifications necessary to take part in the research study
Categorical or Close-ended Question
Screening Questions
Discrete Data
Z Test
46. Measuring the degree to which an organization conforms to the quality level expected by customers.
Service Quality Research
Judgement/expert sample
Referral Sampling
Mode
47. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data
Median
Causal Research
Root
Question Flow
48. If there are more than two options for the response
Field Studies
Normal Distribution
Cluster Sampling
Multiple Response Categorical Question
49. Research useful for identifying - determining - and describing existing characteristics of a subject matter.
Leading Question
Normal Distribution
Descriptive Research
Coding Questions
50. The process of selecting a small group of population elements for the purposes of imitating the population. Snapshot.
Prompters
Quota Sampling
Sampling
Data content