General Market Research MCQs

1. When you use data collected by someone else that already existed, it is called:

2. What is exploratory research?

3. The type of market research firm that gathers consumer and trade information is:

4. Which is a classification of market research?

5. The American FactFinder primarily provides what kind of information?

6. ______ is considered a syndicated service research firm.

7. The marketing research process starts with

8. True or False? "Treatment" is the changes that are being made to the independent variable in a research study.

9. Which of these are NOT included in the "marketing mix"?

10. When we say a sample size needs to have sufficient statistical power, what do we mean?

11. The chart that shows a circle with colored wedges representing percentages is called:

12. When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:

13. How are psychographic segments grouped?

14. The two categories of research are:

15. Market research is of no use to non-profit organizations.

16. Which one is a type of measurement scale?

17. SWOT Analysis refers to _______?

18. Market research is an organized effort to gather information about what?

19. True or false? Observation is an accepted form of market research.

20. What does "SWOT" (as in SWOT Analysis) stand for?

21. Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:

22. Standard deviation means:

23. "How did you like the food and overall experience?" Why is this a poor questionnaire question?

24. When you choose a few cities to trial a product, this is called:

25. 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 ?

26. The first step in any market research effort is to:

27. What is CAGR?

28. SPSS is an example of a:

29. Which is not a type of secondary data?

30. Online, mall intercept and phone are examples of:

31. Which of the following do you NOT use to calculate the necessary sample size?

32. Which of the following is not a form of primary data?

33. What does ANOVA stand for?

34. Ranking items in order of preference is called _______________ method.

35. A focus group is an example of what specific kind of research?

36. True or false? A double-barrelled question is good because it gets information on multiple topics.

37. Which of the following is NOT a sales forecasting method?

38. In which situation would you use post-coding?

39. _______ data deals with relationships, while _______ data does not.

40. A common description for Gaussian distribution is:

41. Which of the following settings would be best for a "depth interview"?

42. To show the information or data collected in useful form

43. What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?

44. What does p=.05 indicate?

45. A common qualitative research method is:

46. Which type of research is used to define problems and suggest hypotheses?

47. The primary purpose behind perceptual mapping is

48. What is the Markov Model?

49. A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):

50. Which of these are NOT examples of paradata?

51. If a survey question uses two bi-polar words and degrees of agreement, it is using:

52. Which of the following is NOT a common type of question?

53. Semantic differential scale is a form of:

54. What is another term for a z-score?

55. Which of the following is a non probability sampling method?

56. Which of the following is NOT a common market segmentation?

57. Which of the following is NOT a common form of market research?

58. A focus group is best at providing:

59. Using a Likert question or scale is common in:

60. What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?

61. A sample space is:

62. Which of these is not an Online Survey Programming Tool:

63. What is a benefit in using a "laddering" interview?

64. Which of the following is an advantage of using a mixed-mode survey?

65. Open end responses are coded using a specific technique

66. Which of the following is NOT a type of product research?

67. Cross-tabulation is used to create a __________.

68. The Flowerpot approach is a:

69. Which of the following would be a specialized research technique?

70. 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:

71. What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true?

72. A Stapel Scale is a _______ rating scale from - 5 to + 5.

73. Which of the following best describes 'syndicated' market research?

74. 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?

75. Which of the following best describes 'secondary' market research?

77. Which of the following is NOT a component of the 'marketing research mix'?

78. Market research can be used to characterize a particular market. Which of the following characterizes a 'perfect' market?

80. Which of the following best describes the purpose of 'Ad Tracking'?

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

82. 'Scenario planning' can be used to draw conclusions about the future state of a market. Which of the following best characterizes this approach?

83. Which of the following goals is most commonly associated with the use of 'projective' techniques in market research?

84. What is the 'modal' value of the following: 2, 2, 2, 3, 3, 4, 5, 5?

85. 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?

86. 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?

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

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

90. Because probabilistic predictions are not always accurate, market researchers may generate a representative sample of the possible future states. What is this forecasting approach known as?

91. Which of the following MUST be true for a market that is 'price elastic'?

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

93. Which of the following situations would be LEAST likely to encourage a company to consider re-positioning itself?

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

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

96. 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?

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

99. Which of the following is NOT an 'experimental' form of market research?

100. Which of the following is NOT a characteristic of 'covert observational' market research

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

102. What is the 'Fourt-Woodlock' model used to make predictions?

103. What is the 'median' value of the following data: 1.5, 5, 3.5, 2 at a influence on the outcome.

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

105. What is meant by the term 'hypothesis'?

106. 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?

107. 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?

109. Which of the following is NOT an example of 'observational' market research?

110. What is the name for the test that assesses whether the difference between the mean score for a sample and that of the population as a whole is 'statistically significant'?

111. What is the 'range' of the following data: 1, 1, 2, 2, 2, 3, 3, 4?

113. Which of the following is NOT a function performed by the 'management information' system?

114. Which of the following best describes the phenomenon of 'optimism bias'?

116. To what end do market researchers use 'choice modeling'?

117. 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')?

118. It is important that surveys actually measure what they are intended to. Which of the following terms describes this consideration?

119. What is meant by the expression 'Type II error'?

121. What sub-set of a set of data is covered by the 'box' element of a box-and-whisker diagram (or 'box plot')?

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

125. What is the 'interquartile range' of the following data: 10, 6, 12, 8, 2, 6, 4?

126. What type of measure would be gained by asking consumers to choose which company from a list was the sponsor of an advertisement?

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

128. Which of the following statements is/are true? i)Data can be extrapolated to predict future behavior. ii)A moving average can be used to reduce the impact of anomalies in data.

129. Which of the following best describes the technique of 'A/B testing' (or 'split testing')?

130. 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?

132. To what end is 'conjoint analysis' used?

133. What does the 'Dirichlet model' seek to describe?

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

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

136. Which of the following does NOT feature in Porter's 'five forces analysis'?

137. Which of the following is NOT a problem associated with postal surveys?

138. Which of the following is an example of a 'closed' question?

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

140. Which of the following is true of a market with a 'zero-profit condition'?

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

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

143. Which of the following best defines the term 'Market Segmentation'?

144. Forecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

145. orecasting is made difficult by the fact that tiny initial variations can have significant long-term effects. What is this phenomenon known as?

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

148. What does it mean to say that a test is "significant at the 2% level"?

149. An advantage of collecting data via an online questionnaire is __________.

150. ________ is best suited for descriptive research.

151. ________ is the final step in the marketing research process.

152. A marketing research project often begins with a review of the relevant __________ data.

153. The process of selecting sample members so that groups can be compared is known as _____ sampling.

154. Two key elements in deciding how to collect marketing data are __________ and __________.

155. Collecting the data is the step of the market research process that involves __________.

156. A marketing information system begins with the step of ________.

157. Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

158. When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

159. While creating research questionnaires, researchers must particularly avoid the use of ________.

160. Wholesalers most likely discourage less-profitable customers by ________.

161. A _____ strategy concentrates on finding new markets for existing products.

162. A growth strategy that attracts users of competitive brands is called a ________ strategy.

163. Erp systems provide _____ and _____ benefits.

164. _______ segmentation focuses on why people buy what they buy.

165. Demographic variables are so frequently used in market segmentation because they ________.

166. Information collected from online databases on the internet is an example of ________ data.

167. The most familiar search tools are ____________.

168. Ideally, market research should be ________.

169. A ________ is a logical interpretation of the facts and other information in a report.

170. The _____ of marketing research is to address ""what if"" questions.

171. Two special methods vital to marketing researchers are __________ and __________.

172. _____ is the value of a variable that is estimated from a sample.

173. Competitive marketing intelligence is primarily responsible for _____________.

174. Observation is best suited for ________ research.

175. To develop needed information, marketing information systems utilize _________.

176. Preparing the research report is the __________ step in the market research process.

177. To deliver real value to marketers, marketing information must _________.

178. The logical interpretation of facts in a report is called a(n) __________.

179. _____ is used to understand the impact of independent variables on a particular dependent variable.