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






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






3. Categorical data like gender - age groups - marital status - etc.






4. Bipolar adjectives that seek to measure object on multiple attributes that may be used to describe the object.






5. Purchases - promotional responses - online/web activities






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






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






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






9. Includes follow-up question(s) instructing the interviewer to ask for additional information






10. A bell shaped distribution that exists when the mean - median - and mode are equal; theoretical data distribution; t-Distribution.






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






12. Behavioral core - causal data






13. A summary of how many times each possible raw response was selected by a set of respondents.






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






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






16. Qualitative - quantitative - root - derived






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






18. An informed opinion; a possible solution; useful in guiding research investigations.






19. Buried in its wording elements that make reference to universal beliefs or rules of behavior






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






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.






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






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






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






26. Who - What - Where - Where - Why - and How 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






28. Studies that seek to measure the differences between expected and real outcomes of services - products - and programs.






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






30. Type vs. content






31. A controlled field study conducted for gaining information on the performance of marketing mix factors.






32. Allow you to split out groups of respondents to look for differences among those groups






33. A sampling process where each sample units has a known chance of being selected.






34. The extent to which the measurements taken with a particular instrument are repeatable.






35. Selecting subject based upon specific ratios of characteristics among sample members.






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






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






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






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






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






41. A sample that is chosen by subdividing a population into subgroups and then randomly selecting subject from each subgroup.






42. Really two different questions posed in one 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






44. A condition whereby units of observation may exist in one and only one grouping.






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






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






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






48. Emphasizes the use of structured interviewing and gathering of empirical data.






49. Nonprobability sampling resulting when sampling units do not have an known chance of being included.






50. The process of organizing data into structures and applying assessment techniques to the structures to test hypotheses.