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Test answers for Market Research 2020

(73, CL) Last updated: January 27
Elance • Sales & Mktg.
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73 Answered Test Questions:

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


• Tertiary data

• CRM data

• Secondary data

• Primary research

• Ordinal research

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


• Margin of error

• The Pareto Effect

• Population of size

3. A common description for Gaussian distribution is:


• The average

• Frequently occurring values

• How a survey is delivered

• A bell curve

• A random variable

4. What does ANOVA stand for?


• Analysis of Variables

• Analysis of Validity

• Attitude of Validity

• Attitude of Variance

• Analysis of Variance

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


• Best places to observe people

• Survey delivery methods

• Places where possible samples may exist

• Places to hold focus groups

6. What is exploratory research?


• None of these

• Research conducted for a problem that is not yet fully defined

• Research to evaluate brand effectiveness

• A method of research that focuses on long, free-form interviews

7. What is CAGR?


• common assessment growth rate

• common accommodation growth rate

• compound annual growth rate

8. Which is not a type of secondary data?


• Commercial data

• Interview

• Invoices

• Government census

• Published data

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


• None of these

• Demographic Data

• Access to Broadband

• Business Spending Tables

• Internet Usage Data

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


• Primary Research

• Secondary Research

• First-hand Research

• Tertiary Research

• Opinion Research

11. SPSS is an example of a:


• Popular statistical analysis software product

• Type of guide that moderators create

• Scale used in online surveys

• Measurement method for behavioral analysis

12. ______ is considered a syndicated service research firm.


• Google

• Smarterer

• Nielsen

• Facebook

• Yahoo

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


• It is misleading

• It is confusing

• It is invalid

• It is double-barreled

14. 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%

• 7%

• 14%

• 70%

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


• A commercialization strategy

• A soft launch

• A test market

• Limited sales testing

• Alpha testing

16. The marketing research process starts with


• Collecting data

• Designing primary data collection samples

• Initial search of secondary data

• Defining research objectives

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


• Define the problem and objectives

• Determine what type of research method to use

• Develop a questionnaire

• Choose the team and its size

• Get a budget in place

18. 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 yearly fee for businesses, but a free 30-day trial.

• A monthly fee for businesses, with reduced rates for nonprofits.

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


• Advertising or Branding

• Products or Services

• Individuals or Organizations

• Markets or Customers

20. Standard deviation means:


• how much variation there is from the average or mean

• a term used to describe someone who answers incorrectly

• a survey question style

• what the average is expected to be based on past surveys

• data that's been collected previously and considered known

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


• An Excel spreadsheet

• A sphere of percentage chart

• A pie chart

• A color scale chart

• A wedge percent chart

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


• True

• False

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


• A consumer panel

• An intelligence farm

• Behavioral data

• A focus group

• An experimental design

24. The two categories of research are:


• Buzz marketing and Word of mouth

• Primary and secondary

• Interviews and surveys

• Surveys and Survey Monkey

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


• Promotion

• Perception

• Product

• Price

26. SWOT Analysis refers to _______?


• Strengths, Weaknesses, Orders, Themes

• Strengths, Weaknesses, Opportunities, Threats

• Strategy, Work, Orders, Targets

• Scores, Web, Organization, Traffic

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


• That the market research firm is well-known

• Only return large numbers, typically in the millions

• It needs to be big enough to be statistically valid for high confidence

• That it is an iterative statistical process

28. How are psychographic segments grouped?


• By values

• By interests

• By attitudes

• All of these

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


• False

• True

30. Which one is a type of measurement scale?


• Ordinal

• Nominal

• Ratio

• All of these

• Interval

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


• True

• False

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


• Systematic Work Objective Theme

• Sales Within Operational Timeline

• Sales - Work - Over - Time

• Strengths Weaknesses Opportunities Threats

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


• Awareness

• Attitudes

• Theories

• Motivations

• Demographic characteristics

34. Which is a classification of market research?


• Short research

• Vertical research

• Preliminary research

• Exploratory research

• Horizontal research

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


• Leading Indicators

• Time Lag Analysis

• Binomial Regression

• Time Series Analysis

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


• the rank-order

• the paired

• the monandic ranking

• the index ranking

• the ordinal research

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


• True

• False

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


• Distribution research

• Product research

• Promotional research

• Pricing research

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


• scientific; logical

• valid; invalid

• univariate; bivariate

• bivariate; univariate

40. A common qualitative research method is:


• Calculating the statistical norm of the research

• Constructing and deploying a survey

• Counting the respondents that liked a product

• Observing the subject in a related situation

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


• A business library

• A not-for-profit research company

• A demographic analysis

• A consumer branding company

• A syndicated service research firm

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


• In a consumer's home

• In a focus group

• Over the phone

• In the company conference room

43. What does p=.05 indicate?


• A 5% confidence level

• A 50% confidence level

• A 105% confidence level

• A 95% confidence level

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


• When analyzing a list of open-ended questions

• When analyzing quantitative data

• When analyzing excel data

• When testing sample size effectiveness

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


• F-test

• Luck test

• Ability test

• C-Test

46. Which of these are NOT examples of paradata?


• Dates/times of data collection

• Outcome and details of respondent contact attempts

• Characteristics and behaviors of interviewers

• The percent of participants in a survey that are able to identify popular logos

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


• Data Validation

• Data Tabulation

• Data Analysis

• Data Collection

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


• Casual Research

• Secondary Research

• Descriptive Research

• Primary Research

49. The primary purpose behind perceptual mapping is


• Scanner data for pricing

• Product/service positioning

• Assessing customer satisfaction

• Segmentation analysis

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


• Zero score

• Null score

• Alpha score

• Standard score

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


• Classification

• Validative

• Attitudinal

• Behavioral

52. What is the Markov Model?


• 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 focus group conducted with four to six participants

• The process of dividing a market by a measurable characteristic to be able to identify a consumer that is within the target market

• A binary model of regression analysis that utilizes an S-shaped curve. For each question, responses can only be one of two options

53. A focus group is best at providing:


• Statistically useful data

• Directional insight

• Insight into trends

• Conclusive data for determining actions

• Drawing conclusions about consumers and users

54. Semantic differential scale is a form of:


• Interval Scale

• Demographic scale

• Ratio Scale

• Attitude rating scale

• Nominal scale

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


• Cluster sampling

• Stratified sampling

• Systematic random sampling

• Simple random sampling

• Quota Sampling

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


• Bizographic

• Anthrographic

• Demographic

• Pyschographic

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


• A semantic differential scale

• A word association test

• A Likert scale

• An opposing view scale

• A Rooney scale

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


• ConfirmIT

• SurveyMonkey


• Qualtrics

• Wincross

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


• Exploratory research

• Descriptive research

• Depth research

• Causal research

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


• It helps uncover a consumer's core values

• It helps the consumer get more comfortable with interviewer

• 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

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


• Weighing answers to questions

• Constructing useful survey questions

• Making sure calculations are done properly

• Telling you who likes something more than others

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


• Null error

• Type II error

• Type I error

• Type III error

• Hypothesis error

63. A sample space is:


• The units that qualify to be sampled and are available during the sampling process to be selected

• The ratio comparing sample size to population size

• The process researchers go through to determine which, of many alternatives, they will choose to study

• A set including all possible outcomes for a particular experiment

64. Open end responses are coded using a specific technique



• Wincross

• Qualtrics

• Ascribe


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


• It gives a researcher the chance to measure multiple topics

• More precise data

• More accurate responses

• Greater potential response rate

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


• total count of interviewed subjects

• contingency table

• comparison of two different studies

• brand effectiveness measure

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


• Product testing

• Brand name evaluation

• Pricing analysis

• Concept testing

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


• A survey

• Word association

• A product test

• A focus group

69. The Flowerpot approach is a:


• Way to evaluate the success of a product during its growth phase

• Process for developing questionnaires in a systematic way

• Method in which all the negative information (dirt) is exposed to the target

• Way to describe the important aspects of a product

• Mutli-person research method that groups responses

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:


• Data wholesaler

• Data warehouse

• Data miner

• Data capture organization

• Data compiler

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


• Type II error

• Type I error

• Type III error

• Hypothesis error

• Null error

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


• pentagonal

• unipolar

• rational

• bipolar

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


• pentagonal

• unipolar

• rational

• bipolar