When you use data collected by someone else that already existed, it is called:
Primary research
CRM data
Tertiary data
Secondary data
Ordinal research
The American FactFinder primarily provides what kind of information?
None of these
Internet Usage Data
Business Spending Tables
Access to Broadband
Demographic Data
Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:
Free
A monthly fee for businesses, with reduced rates
for nonprofits.
A yearly fee for businesses, but a free 30-day
trial.
When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:
A consumer panel
A focus group
An intelligence farm
An experimental design
Behavioral data
How are psychographic segments grouped?
By interests
By attitudes
All of these
By values
When we say a sample size needs to have sufficient statistical power, what do we mean?
It needs to be
big enough to be statistically valid for high confidence
That the market research firm is well-known
Only return large numbers, typically in the
millions
That it is an iterative statistical process
The two categories of research are:
Interviews and surveys
Buzz marketing and Word of mouth
Surveys and Survey Monkey
Primary and
secondary
SWOT Analysis refers to _______?
Strengths, Weaknesses, Orders, Themes
Strategy, Work, Orders, Targets
Strengths,
Weaknesses, Opportunities, Threats
Scores, Web, Organization, Traffic
Which one is a type of measurement scale?
All of these
Interval
Ordinal
Ratio
Nominal
Which of these are NOT included in the "marketing mix"?
Product
Perception
Price
Promotion
Market research is of no use to non-profit organizations.
True
False
True or false? Observation is an accepted form of market research.
False
True
The chart that shows a circle with colored wedges representing percentages is called:
A pie chart
A wedge percent chart
A sphere of percentage chart
An Excel spreadsheet
A color scale chart
What does "SWOT" (as in SWOT Analysis) stand for?
Sales Within Operational Timeline
Sales - Work - Over - Time
Systematic Work Objective Theme
Strengths
Weaknesses Opportunities Threats
Standard deviation means:
data that's been collected previously and
considered known
what the average is expected to be based on past
surveys
a survey question style
a term used to describe someone who answers
incorrectly
how much
variation there is from the average or mean
True or False? "Treatment" is the changes that are being made to the independent variable in a research study.
False
True
Market research is an organized effort to gather information about what?
Advertising or Branding
Individuals or Organizations
Markets or
Customers
Products or Services
The marketing research process starts with
Defining
research objectives
Initial search of secondary data
Collecting data
Designing primary data collection samples
When you choose a few cities to trial a product, this is called:
Limited sales testing
A test market
A commercialization strategy
A soft launch
Alpha testing
The first step in any market research effort is to:
Get a budget in place
Determine what type of research method to use
Define the
problem and objectives
Choose the team and its size
Develop a questionnaire
If 70% of the Population is watching TV at a given time, what would be the rating of a program achieving 10% Share of audience ?
10%
70%
7%
14%
"How did you like the food and overall experience?" Why is this a poor questionnaire question?
It is
double-barreled
It is invalid
It is misleading
It is confusing
What is CAGR?
common accommodation growth rate
compound annual
growth rate
common assessment growth rate
SPSS is an example of a:
Type of guide that moderators create
Popular
statistical analysis software product
Scale used in online surveys
Measurement method for behavioral analysis
______ is considered a syndicated service research firm.
Google
Nielsen
Facebook
Yahoo
Smarterer
Online, mall intercept and phone are examples of:
Best places to observe people
Places to hold focus groups
Places where possible samples may exist
Survey delivery
methods
Which is not a type of secondary data?
Interview
Published data
Government census
Invoices
Commercial data
Which of the following do you NOT use to calculate the necessary sample size?
Population of size
Margin of error
The Pareto
Effect
What is exploratory research?
Research
conducted for a problem that is not yet fully defined
A method of research that focuses on long,
free-form interviews
None of these
Research to evaluate brand effectiveness
What does ANOVA stand for?
Attitude of Variance
Analysis of Validity
Attitude of Validity
Analysis of Variables
Analysis of
Variance
Which is a classification of market research?
Preliminary research
Horizontal research
Exploratory
research
Vertical research
Short research
Which of the following is not a form of primary data?
Motivations
Attitudes
Demographic characteristics
Theories
Awareness
A focus group is an example of what specific kind of research?
First-hand Research
Opinion Research
Tertiary Research
Secondary Research
Primary Research
Which of the following is NOT a sales forecasting method?
Binomial
Regression
Time Lag Analysis
Time Series Analysis
Leading Indicators
Ranking items in order of preference is called _______________ method.
the ordinal research
the paired
the monandic ranking
the rank-order
the index ranking
A common description for Gaussian distribution is:
How a survey is delivered
Frequently occurring values
The average
A bell curve
A random variable
True or false? A double-barrelled question is good because it gets information on multiple topics.
True
False
_______ data deals with relationships, while _______ data does not.
bivariate;
univariate
scientific; logical
valid; invalid
univariate; bivariate
The type of market research firm that gathers consumer and trade information is:
A consumer branding company
A business library
A not-for-profit research company
A syndicated
service research firm
A demographic analysis
What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?
Distribution
research
Pricing research
Product research
Promotional research
Which of the following settings would be best for a "depth interview"?
In a focus group
In a consumer's
home
Over the phone
In the company conference room
A common qualitative research method is:
Constructing and deploying a survey
Calculating the statistical norm of the research
Observing the
subject in a related situation
Counting the respondents that liked a product
What does p=.05 indicate?
A 50% confidence level
A 5% confidence level
A 95% confidence
level
A 105% confidence level
To show the information or data collected in useful form
Data Collection
Data Validation
Data Tabulation
Data Analysis
In which situation would you use post-coding?
When analyzing a
list of open-ended questions
When testing sample size effectiveness
When analyzing quantitative data
When analyzing excel data
The primary purpose behind perceptual mapping is
Assessing customer satisfaction
Segmentation analysis
Scanner data for pricing
Product/service
positioning
Which type of research is used to define problems and suggest hypotheses?
Casual Research
Descriptive
Research
Primary Research
Secondary Research
Which of these are NOT examples of paradata?
Outcome and details of respondent contact attempts
The percent of
participants in a survey that are able to identify popular logos
Dates/times of data collection
Characteristics and behaviors of interviewers
A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):
Luck test
F-test
C-Test
Ability test
What is another term for a z-score?
Alpha score
Zero score
Null score
Standard score
Semantic differential scale is a form of:
Demographic scale
Ratio Scale
Interval Scale
Attitude rating
scale
Nominal scale
Which of the following is NOT a common type of question?
Validative
Attitudinal
Behavioral
Classification
What is the Markov Model?
The process of dividing a market by a measurable
characteristic to be able to identify a consumer that is within the target
market
A focus group conducted with four to six
participants
A process using
matrices to find the probability of users in one brand category switching to a
different brand the next time they buy in that category
A binary model of regression analysis that utilizes
an S-shaped curve. For each question, responses can only be one of two options
If a survey question uses two bi-polar words and degrees of agreement, it is using:
A Rooney scale
A semantic
differential scale
A word association test
An opposing view scale
A Likert scale
Which of the following is a non probability sampling method?
Stratified sampling
Quota Sampling
Simple random sampling
Cluster sampling
Systematic random sampling
A focus group is best at providing:
Insight into trends
Drawing conclusions about consumers and users
Conclusive data for determining actions
Statistically useful data
Directional
insight
Which of the following is NOT a common market segmentation?
Anthrographic
Demographic
Pyschographic
Bizographic
Which of the following is NOT a common form of market research?
Exploratory research
Depth research
Descriptive research
Causal research
Which of these is not an Online Survey Programming Tool:
Wincross
SurveyMonkey
ConfirmIT
Qualtrics
SSI
Using a Likert question or scale is common in:
Telling you who likes something more than others
Weighing answers to questions
Making sure calculations are done properly
Constructing
useful survey questions
What is a benefit in using a "laddering" interview?
It helps the consumer get more comfortable with
interviewer
It helps uncover
a consumer's core values
The act of climbing up a ladder distracts the
consumer from the questions
It helps determine the upper limit a consumer is
willing to pay
What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?
Hypothesis error
Type II error
Null error
Type I error
Type III error
A sample space is:
The units that qualify to be sampled and are
available during the sampling process to be selected
A set including
all possible outcomes for a particular experiment
The process researchers go through to determine
which, of many alternatives, they will choose to study
The ratio comparing sample size to population size
Open end responses are coded using a specific technique
Qualtrics
Wincross
SAS
Ascribe
SPSS
Which of the following is an advantage of using a mixed-mode survey?
More accurate responses
Greater
potential response rate
More precise data
It gives a researcher the chance to measure
multiple topics
Which of the following is NOT a type of product research?
Product testing
Pricing analysis
Concept testing
Brand name evaluation
Cross-tabulation is used to create a __________.
brand effectiveness measure
contingency
table
comparison of two different studies
total count of interviewed subjects
The Flowerpot approach is a:
Mutli-person research method that groups responses
Method in which all the negative information (dirt)
is exposed to the target
Process for
developing questionnaires in a systematic way
Way to describe the important aspects of a product
Way to evaluate the success of a product during its
growth phase
Which of the following would be a specialized research technique?
A focus group
A survey
A product test
Word association
A for-profit organization that puts together a consortia of data sources into packages that are offered to municipal, corporate, and university libraries is called a:
Data warehouse
Data wholesaler
Data compiler
Data miner
Data capture organization
What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true?
Hypothesis error
Type II error
Null error
Type III error
Type I error
A Stapel Scale is a _______ rating scale from - 5 to + 5.
rational
bipolar
pentagonal
unipolar
