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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. A measurement process that seeks an open-end response from study subject.
Discrete Data
Unstructured Measurement
t-Test
Field Studies
2. 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
Causal Research
Mode
Census
Quota Sampling
3. Categorical data like gender - age groups - marital status - etc.
Discrete Data
Mode
Random Sampling
Skip Question
4. Bipolar adjectives that seek to measure object on multiple attributes that may be used to describe the object.
Judgement/expert sample
Purposive Sampling
Secondary Research
Semantic Differential
5. Purchases - promotional responses - online/web activities
Convenience Sampling
Product Test
Mean
Behavioral data
6. Facts stored in the most disaggregate form - e.g. - product-level UPC scanner data
Stratified Sampling
Secondary Research
Probability Sample
Root
7. A study that includes every member of a population of interest; nearly impossible to achieve.
Census
Probed Open Ended Format
Overstated Questions
Median
8. A formal presentation of the analysis of data - providing a summary of findings - and drawing conclusions of research.
Data basics
Stratified random sample
Project Presentation
Systematic Sampling
9. Includes follow-up question(s) instructing the interviewer to ask for additional information
Project Presentation
Probed Open Ended Format
Data Analysis
Transitions
10. A bell shaped distribution that exists when the mean - median - and mode are equal; theoretical data distribution; t-Distribution.
Reversals of Endpoints
Discrete Data
Awareness
Normal Distribution
11. Linear data that possesses quality of naming - order - and equal intervals like distance - wealth - etc.
Continuous Data
Census
Customer Relationship Management [CRM]
Sample Error
12. Behavioral core - causal data
One Way Frequency Distribution
Continuous Data
Data content
Primary Research
13. A summary of how many times each possible raw response was selected by a set of respondents.
One Way Frequency Distribution
Mall Intercept Survey
Test Marketing
Multiple Response Categorical Question
14. Samples drawn at the convenience of the interviewer and they may misrepresent the population - Mall intercepts are convenience samples
Qualitative
Leading Question
Convenience Sampling
Multiple Response Categorical Question
15. A type of study that witnesses behaviors and subjects are not aware that they are being watched.
Purposive Sampling
F Statistic
Screening Questions
Unobtrusive Observation
16. Qualitative - quantitative - root - derived
Data types
Exhaustive
Quota Sample
Quantitative
17. Gives the respondent a strong cue or expectation as to how to answer
Four Do's of Question Wording
Scale Reliability
Leading Question
Judgement/expert sample
18. An informed opinion; a possible solution; useful in guiding research investigations.
Exploratory Research
Descriptive Research
Cluster Sampling
Hypothesis
19. Buried in its wording elements that make reference to universal beliefs or rules of behavior
Loaded Question
Random Sampling
Coding Questions
Discrete Data
20. The systematic process of witnessing and recording behaviors without questioning a subject.
Concept Test
Observation
Double-Barreled Questions
Symptoms
21. Don't ask leading questions - Don't ask loaded questions - Don't ask double-barreled questions - Don't use overstated questions
22. Studies that manipulate independent variables relative to dependent variables in a natural setting.
Concept Test
Customer Relationship Management [CRM]
Behavioral core
Field Studies
23. Selected by an informed reserch who feels that a subject possesses characterisitcs qualifying them as a subject for a study.
Quantitative Research
Probed Open Ended Format
Judgement/expert sample
Four Do Not's of Question Wording
24. One to which the answer affects what will be asked next
Unobtrusive Observation
Test Marketing
Skip Question
Customer Satisfaction Studies
25. The percentage of the market having heard of a message - product - or brand.
Service Quality Research
Screening Questions
Normal Distribution
Awareness
26. Who - What - Where - Where - Why - and How questions.
Problem Definition
Screening Questions
Hypothesis
Universal Questions
27. 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
Referral Sampling
ANOVA
Systematic Sampling
Problem Definition
28. Studies that seek to measure the differences between expected and real outcomes of services - products - and programs.
Customer Satisfaction Studies
One Way Frequency Distribution
Probed Open Ended Format
Two-way Frequency Distribution
29. If the population is believed to have a skewed distribution for one or more of its distinguishing factors (e.g. income or product usage) - the researcher identifies subpopulations in the sample frame called strata. A simple random sample is then tak
Experimentation
Classification Questions
Referral Sampling
Stratified Sampling
30. Type vs. content
Obtrusive Observation
Data basics
Concept Test
Customer Relationship Management [CRM]
31. A controlled field study conducted for gaining information on the performance of marketing mix factors.
Qualitative Research
Product Testing
Causal Research
Test Marketing
32. Allow you to split out groups of respondents to look for differences among those groups
Convenience Sampling
Classification Questions
Survey Research
Transitions
33. A sampling process where each sample units has a known chance of being selected.
Random Sampling
Leading Question
Probed Open Ended Format
Obtrusive Observation
34. The extent to which the measurements taken with a particular instrument are repeatable.
Non-probability sample
Data types
Skip Question
Scale Reliability
35. Selecting subject based upon specific ratios of characteristics among sample members.
Double-Barreled Questions
Z Test
Quota Sample
Laboratory Studies
36. An attempt to test new product or product innovation ideas prior to producing and marketing the product idea.
Research Problem
Normal Distribution
Referral Sampling
Concept Testing
37. A sample based upon judgement or knowledge and where the chance of being selected for a sample is not known.
Random Sampling
Referral Sampling
Positioning
Non-probability sample
38. One that places undue emphasis on some aspect of the topic
Coding Questions
Overstated Questions
Project Presentation
Skip Question
39. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Primary Research
Leading Question
Likert-Type Scales
Problem Definition
40. The process whereby interviews or survey instruments are checked for mistakes and corrected before analysis.
Editing
t-Test
Referral Sampling
Derived
41. A sample that is chosen by subdividing a population into subgroups and then randomly selecting subject from each subgroup.
Skip Question
Purposive Sampling
Test Marketing
Stratified random sample
42. Really two different questions posed in one question
Descriptive Research
Double-Barreled Questions
Behavioral core
Loaded Question
43. 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
Reversals of Endpoints
Laboratory Studies
Symptoms
Cluster Sampling
44. A condition whereby units of observation may exist in one and only one grouping.
Service Quality Research
Probability Sample
One Way Frequency Distribution
Mutually Exclusive
45. Instead of directly quizzing the respondent - the question can be couched in terms of a third person who is similar to the respondent
Stratified random sample
Third-Person Technique
Service Quality Research
Probability Sample
46. A type of bias that occurs in a research study regardless of whether a census or sample was gathered.
Secondary Research
Nonsampling Error
Derived
Symptoms
47. 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
Quantitative Research
Mall Intercept Survey
Unprobed Open Ended Format
Reversals of Endpoints
48. Emphasizes the use of structured interviewing and gathering of empirical data.
Customer Satisfaction Studies
Quantitative Research
One Way Frequency Distribution
Descriptive Research
49. Nonprobability sampling resulting when sampling units do not have an known chance of being included.
F Statistic
Customer Relationship Management [CRM]
Four Do's of Question Wording
Convenience Sampling
50. The process of organizing data into structures and applying assessment techniques to the structures to test hypotheses.
Data Analysis
Stratified random sample
Scaled Response Question
Demographic data