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Market Research
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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 summary of how many times each possible raw response was selected by a set of respondents.
One Way Frequency Distribution
Structured Measurement
Discrete Data
Data Analysis
2. Facts recorded in numeric fashion
Reversals of Endpoints
Demographic data
Quantitative
Quantitative Research
3. A bell shaped distribution that exists when the mean - median - and mode are equal; theoretical data distribution; t-Distribution.
Likert-Type Scales
Quota Sample
Normal Distribution
Quota Sampling
4. Allow you to split out groups of respondents to look for differences among those groups
Open Ended Question
Data content
Classification Questions
Scale Validity
5. Used to keep respondents on task and alert
Unstructured Measurement
Prompters
Skip Question
Project Presentation
6. The statistic test for testing a hypothesis with ANOVA.
Quota Sampling
Mall Intercept Survey
F Statistic
Customer Relationship Management [CRM]
7. An informed opinion; a possible solution; useful in guiding research investigations.
Convenience Sampling
Hypothesis
Product Testing
Behavioral data
8. Data that is collected and assembled by a research for a specific research problem; controlled data collection.
Relationship Marketing
Problem Definition
Double-Barreled Questions
Primary Research
9. Categorical data like gender - age groups - marital status - etc.
Unstructured Measurement
Scale Validity
Discrete Data
Behavioral data
10. The percentage of the market having heard of a message - product - or brand.
Role-Playing
Awareness
Question Flow
Hypothesis
11. A formal presentation of the analysis of data - providing a summary of findings - and drawing conclusions of research.
Product Test
Convenience Sampling
Project Presentation
Z Test
12. 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
Quota Sampling
Skip Question
Third-Person Technique
F Statistic
13. Has only two response options such as "yes" or "no"
Data basics
Dual Choice or Dichotomous Categorical Question
Data types
Exhaustive
14. Scales that offer several alternative levels of agreement for respondents.
Multiple Response Categorical Question
Causal data
Likert-Type Scales
Purposive Sampling
15. Measuring the degree to which an organization conforms to the quality level expected by customers.
Question Flow
Open Ended Question
Service Quality Research
Hypothesis
16. Studies that manipulate independent variables relative to dependent variables in a natural setting.
Field Studies
Sampling
Reversals of Endpoints
Unobtrusive Observation
17. Managing customer relationships by integrating customer information throughout the business.
Role-Playing
Qualitative
Unstructured Measurement
Customer Relationship Management [CRM]
18. A management philosophy that focuses on building long-term - interactive - and loyal customer outcomes.
Quota Sampling
Relationship Marketing
Four Do Not's of Question Wording
Simple Random Sampling
19. A study that includes every member of a population of interest; nearly impossible to achieve.
Census
Random Sampling
Normal Distribution
Data Analysis
20. A type of bias that is attributable to mistakes made by choosing a sample rather than a census.
Chi Squared
Data basics
Scale Reliability
Sample Error
21. The most frequently encountered observation.
Mode
Classification Questions
Stratified random sample
Four Do Not's of Question Wording
22. A type of bias that occurs in a research study regardless of whether a census or sample was gathered.
Nonsampling Error
Continuous Data
Scaled Response Question
Symptoms
23. If there are more than two options for the response
t-Test
Multiple Response Categorical Question
Likert-Type Scales
One Way Frequency Distribution
24. Scales that offer on two alternatives; true-false; yes-no.
Scale Validity
Secondary Research
Data basics
Dichotomous Scales
25. Type vs. content
Cluster Sampling
Root
Exhaustive
Data basics
26. Estimating the level of customer demand and the reasons for that demand for a given product or service.
Data content
Demand analysis
Question Flow
Third-Person Technique
27. The average of observed data.
Overstated Questions
Quantitative
Mean
Project Presentation
28. A sample where each member of a populations has an equal - non-zero chance of being included in a sample.
Data basics
Simple random sample
Census
Four Do's of Question Wording
29. Instead of directly quizzing the respondent - the question can be couched in terms of a third person who is similar to the respondent
Qualitative
Third-Person Technique
Dichotomous Scales
Exhaustive
30. A sample that is chosen by subdividing a population into subgroups and then randomly selecting subject from each subgroup.
Unprobed Open Ended Format
Stratified random sample
Nonsampling Error
Dichotomous Scales
31. Demographics - attitudes - preferences
Causal data
Demand analysis
Causal Research
Convenience Sampling
32. Research that attempts to assess new products prior to enacting the introduction.
Relationship Marketing
Exploratory Research
Derived
Concept Test
33. A method for testing hypotheses of relationships when discrete data is the measurement.
Unstructured Measurement
Dual Choice or Dichotomous Categorical Question
Experimentation
Chi Squared
34. General condition indicators of broader problems/opportunities that influence management's thinking
Behavioral data
Causal Research
Symptoms
Median
35. A sample based upon judgement or knowledge and where the chance of being selected for a sample is not known.
Non-probability sample
Exhaustive
Dual Choice or Dichotomous Categorical Question
Role-Playing
36. Simple and easy-to-answer that are used to get the respondents' interest and to demonstrate the ease of responding to the research request
Dual Choice or Dichotomous Categorical Question
Warm-up Questions
Obtrusive Observation
Behavioral core
37. Pertains to the sequencing of questions or blocks of questions - including any instructions - on the questionnaire
Continuous Data
Loaded Question
Data Analysis
Question Flow
38. An interrogative (question) statement that helps to guide the research process.
Research Problem
Transitions
Classification Questions
Open Ended Question
39. 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
Quantitative Research
Test Marketing
Dichotomous Scales
40. 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
Four Do Not's of Question Wording
Two-way Frequency Distribution
Laboratory Studies
Purposive Sampling
41. That data observation that splits a distribution of data at its midpoint.
Service Quality Research
Causal Research
Product Test
Median
42. A method for testing hypotheses of differences between two means when continuous data is the measurement. (n<30)
Sampling
Observation
Chi Squared
t-Test
43. The process of organizing data into structures and applying assessment techniques to the structures to test hypotheses.
Field Studies
Chi Squared
Hypothesis
Data Analysis
44. Nonprobability sampling resulting when sampling units do not have an known chance of being included.
t-Test
Hypothesis
Convenience Sampling
Scale Validity
45. 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
Field Studies
Stratified Sampling
Product Testing
Prompters
46. Used to screen out respondents who do not meet the qualifications necessary to take part in the research study
Coding Questions
Categorical or Close-ended Question
Continuous Data
Screening Questions
47. Includes follow-up question(s) instructing the interviewer to ask for additional information
Probed Open Ended Format
Role-Playing
One Way Frequency Distribution
Scale Validity
48. 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
Census
Observation
Scaled Response Question
49. A research condition whereby independent variables are manipulated an artificial environment (lab). Controlled.
Four Do Not's of Question Wording
Unprobed Open Ended Format
Non-probability sample
Experimentation
50. The respondents are instructed to respond in their own words and the response depends on a topic
Open Ended Question
Purposive Sampling
Behavioral data
Classification Questions
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