Market Research Test

Market Research Test

Which of the following best describes the phenomenon of 'options'?

a. The tendency to assume that things will work out well

b. The tendency to assume that things will work out badly

c. The overestimation of low-probability negative outcomes

d. The underestimation of low-probability positive outcomes

If the following responses were received regarding a statement in a survey, what is the percentage of those who opposed the statement?

Strongly agree: 86

Agree: 212

Neither agree Nor disagree: 127

Disagree:62

Strongly disagree: 13

a. 5%

b. 15%

c. 20%

d. Impossible to tell

For what purpose is the 'Schmidt-Hunter' technique of meta-analysis used?

a. To determine the reliability of data.

b. To combine the results of multiple studies.

c. To determine the validity of data.

d. To identify the optimal target market for a product.

50 people are asked to respond to a question with the answers Yes/No/Don't know on two occasions, On the first occasion, the responses were 15/25/10 and on the second 18/26/6.

What is the change in the number of positive responses as a percentage of the whole sample?

a. 3%

b. 6%

c. 9%

d. Impossible to tell

Before which of the following decisions would it be LEAST sensible for a company to undertake market analysis?

a. Whether to expand the workforce

b. Whether to purchase a new plant

c. How much to pay to the staff

d. How much raw material to buy

What is the name of the forecasting method whereby a panel of independent experts answer questionnaires in two or more rounds in order to converge on the correct answer?

a. The Delphi method

b. The Athens method

c. The Apollo method

d. The Oracle method

Which TWO of the following situations may cause 'response bias'?

i) Emotive language in a survey question

ii) Delay between designing a survey and using it

iii) Using a voluntary-response method that leads to respondents not being representative of the population

iv) Using qualitative rather than quantitative methods

a. i and ii only

b. i and iii only

c. ii and iv only

d. iii and iv only

In which of the following pieces of information would a mystery shopper NOT be fundamentally interested?

a. Timeliness of response

b. Technical specifications of a product

c. Staff customer-service skills

d. Levels of hygiene

Which of the following is/are typical problems associated with 'observational' market research?

i) It increases the potential for bias.

ii) It reveals little about motivation.

iii) It relies on the honesty of the participants.

a. None of the above

b. i only

c. ii only

d. iii only

If a company commissioned market research to look at the potential effect of changing an attribute of a product (e.g. its colour), what specific type of market research would it be?

a. Causal

b. Observational

c. Secondary

d. Qualitative

Which of the following models the process by which new products are taken up amongst a population of potential customers?

a. Taylor's exchange theorem

b. Harvey's spread algorithm

c. Bass diffusion model

d. Young's flow diagram

Which of the following would NOT be a primary reason for analyzing demographic information collected as part of a survey?

a. To ensure that the sample was representative

b. To be able to compare the responses of different types of people

c. To check that the researchers had not faked the data

d. To help identify the target audience for a product

Which of the following types of companies would be LEAST interested in 'coolhunting' as a form of market research?

a. A garment/fabric store

b. A supermarket

c. A store specializing in electronic gadgets

d. A record company

Which of the following statements is/are true?

i) Comparing weighted scores for key industry success factors (e.g. economies of scale) between competitors is known as 'competitor array analysis'.

ii) Benchmarking is an effective means of identifying the best industry practice.

a. Both (i) and (ii) are true.

b. Only (i) is true.

c. Only (ii) is true.

d. Neither is true.

Which of the following is NOT typically a qualitative method of market research?

a. Using an on-line research community

b. Using a mystery shopper      

c. Using a focus group

d. A survey using the Likert scale

Companies may be forced to remain in an unprofitable market because they have, for example, invested heavily in infrastructure. What are these factors known as?

a. Golden handcuffs

b. Barriers to exit

c. Escape clauses

d. Transfer costs

Which of the following best describes the market research related term 'sugging'?

a. Seeking funds by pretending to be a research organization

b. Manipulating statistics to produce a favorable result

c. Exploiting market research conducted by other organizations

d. Using market research as a cover for generating business

Which TWO of the following are issues associated with ‘benchmarking’?

i) It leads to increased production costs.

ii) It can be difficult to obtain the necessary data.

iii) Comparison with market leaders is not a helpful process.

a. i and ii only

b. i and iii only

c. ii and iv only

d. iii and iv only

What is the 'mean' of the following data: 3, 11, 5, 6, 7, 5, 6, 5?

a. 5

b. 5.5

c. 6

d. Impossible to tell

What does the 'Dirichlet model' seek to describe?

a. The product life-cycle

b. The relationship between marketing and sales j

c. The effect of elasticity of demand on revenue

d. Brand loyalty and repeat purchases

What does a correlation of '-1' between two variables indicate?

a. That there is a slight negative correlation between the variables.

b. That there is no correlation between the variables.

c. That there is a perfect negative correlation between the variables.

d. That the variables are independent.

Which of the following best characterizes face-to-face surveys relative to other types of surveys?

a. Low response rate, low cost

b. Low response rate, high cost

c. High response rate, low cost

d. High response rate, high

Competing brands can be placed on a graph to illustrate their market positioning and thereby identify potential niches. What is the term for this analytical technique?

a. Brand analysis

b. Force-field analysis

c. Product placement

d. Perceptual mapping

A PEST analysis can be used to identify the external factors affecting a market. What does the ‘P’ PEST stand for?

a. Product

b. Promotion

c. Political

d. Pricing

How many levels are usually there on a Likert scale?

a. 8-9

b. 6-7

c. 5-7

d. 2-3

Which of the following is an example of a ‘closed’ question?

a. “Why do you get up early in the morning?”

b. “Who is your favorite baseball player?”

c. “When shall we go to the restaurant?”

d. “Do you like Mozarat?”

Which of the following best describes ‘secondary’ market research?

a. Research that is designed to corroborate previous research

b. Market research that relates to other companies rather than end consumers  

c. The collation of data that was previously gathered for different pieces of research

d. Research based on data that relates to consumers' previous habits rather than their future intentions

Which of the following are reasons for a company undertaking 'price elasticity analysis'?

i) Determining the types of people who buy a product

ii) Identifying 'price points' in the market for a product

iii) lnvestigating the effects of price changes on sales

a. i and ii

b. i and iii

c. ii and iii

d. All of the above

If 25% of the respondents reported that they would buy product A and 48% reported they would buy product B, how many respondents would buy both?

a. 12%

b. 23%

c. 36.5%

d. Impossible to tell

What is the name given to the effect whereby people carry out an activity differently if the management is taking an interest in or monitoring them?

a. Eddington effect

b. Fowlds effect

c. Hawthorne effect

d. Norton effect

Which of the following is a statistical measure used to calculate how widely-spread a set of data is?

a. Standard deviation

b. Correlation

c. Regression analysis

d. Median

Which of the following survey questions would be most likely to yield unbiased responses?

a. “Isn't it a bad idea to raise taxes?"

b. “It's a bad idea to raise taxes, isn't it?"

c. "Lots of people are struggling to make ends meet. Do you think taxes should have been raised?"

d. "What do you think of the decision to raise taxes?"

Which of the following types of sampling involves selecting a set number (which need not be the same) of a distinct sub-group (or ‘stratum’)?

a. Quota sampling

b. Simple random sampling

c. Systematic sampling

d. Probability sampling

Which of the following best describes the purpose ‘Ad Tracking’?

a. To calculate the cost of a marketing campaign

b. Advanced engagement with consumers to confirm that an advertisement will be popular

c. To verify that the design process for an advertisement follows the required steps

d. To check the effectiveness of marketing activities

Which of the following terms concerns applying statistical methods to the deduction of principles?

a. Causality

b. Econometrics

c. Demographics

d. Predictive analytics

Which of the following statements is/are true?

i) The data on which secondary market research is based is unlikely to be tailored precisely to the requirements of the task.

ii) Secondary market research tends to be more expensive than primary research.

a. Both (i) and (ii) are true.

b. Only (i) is true.

c. Only (ii) is true.

d. Neither is true.

Which of the following sources of market-research data would NOT contribute to a study on a retail company’s customer conversion?

a. Monitoring the number of hits on the company web site

b. Counting the number of customers entering the company’s stores

c. Sales data from checkouts

d. Using a mystery shopper

Which of the following statements is/are true?

i) A 'longitudinal' survey is one where the same set of respondents complete the same survey on two or more occasions.

ii) A 'cross-section' survey is one where the same set of respondents complete different surveys on two or more occasions.

a. Both (i) and (ii) are true.

b. Only (i) is true,

c. Only (ii) is true,

d. Neither is true.

What is the ‘Interquartile range’ of the following data: 10, 6, 12, 8, 2, 6, 4?

a. 4

b. 4 5

c. 6

d. Impossible to tell

Which of the following conclusions should be drawn from the voting phenomenon commonly known as the 'Bradley effect' (or 'Wilder effect')?

a. People's behavior does not necessarily follow their stated intentions.

b. People do not consume as much of a product as they say they will.

c. People are, ultimately, less concerned about ethical issues than financial ones.

d. People will generally see through false claims.