Question:* When you use data collected by someone else that already existed, it is called:
Answer: • Secondary data
Question:* Which of the following do you NOT use to calculate the necessary sample size?
Answer: • The Pareto Effect
Question:* A common description for Gaussian distribution is:
Answer: • A bell curve
Question:* What does ANOVA stand for?
Answer: • Analysis of Variance
Question:* Online, mall intercept and phone are examples of:
Answer: • Survey delivery methods
Question:* What is exploratory research?
Answer: • Research conducted for a problem that is not yet fully defined
Question:* What is CAGR?
Answer: • compound annual growth rate
Question:* Which is not a type of secondary data?
Answer: • Interview
Question:* The American FactFinder primarily provides what kind of information?
Answer: • Demographic Data
Question:* A focus group is an example of what specific kind of research?
Answer: • Primary Research
Question:* SPSS is an example of a:
Answer: • Popular statistical analysis software product
Question:* ______ is considered a syndicated service research firm.
Answer: • Nielsen
Question:* "How did you like the food and overall experience?" Why is this a poor questionnaire question?
Answer: • It is double-barreled
Question:* 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 ?
Answer: • 7%
Question:* When you choose a few cities to trial a product, this is called:
Answer: • A test market
Question:* The marketing research process starts with
Answer: • Defining research objectives
Question:* The first step in any market research effort is to:
Answer: • Define the problem and objectives
Question:* Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:
Answer: • Free
Question:* Market research is an organized effort to gather information about what?
Answer: • Markets or Customers
Question:* Standard deviation means:
Answer: • how much variation there is from the average or mean
Question:* The chart that shows a circle with colored wedges representing percentages is called:
Answer: • A pie chart
Question:* True or False? "Treatment" is the changes that are being made to the independent variable in a research study.
Answer: • True
Question:* When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:
Answer: • A focus group
Question:* The two categories of research are:
Answer: • Primary and secondary
Question:* Which of these are NOT included in the "marketing mix"?
Answer: • Perception
Question:* SWOT Analysis refers to _______?
Answer: • Strengths, Weaknesses, Opportunities, Threats
Question:* When we say a sample size needs to have sufficient statistical power, what do we mean?
Answer: • It needs to be big enough to be statistically valid for high confidence
Question:* How are psychographic segments grouped?
Answer: • All of these
Question:* Market research is of no use to non-profit organizations.
Answer: • False
Question:* Which one is a type of measurement scale?
Answer: • All of these
Question:* True or false? Observation is an accepted form of market research.
Answer: • True
Question:* What does "SWOT" (as in SWOT Analysis) stand for?
Answer: • Strengths Weaknesses Opportunities Threats
Question:* Which of the following is not a form of primary data?
Answer: • Theories
Question:* Which is a classification of market research?
Answer: • Exploratory research
Question:* Which of the following is NOT a sales forecasting method?
Answer: • Binomial Regression
Question:* Ranking items in order of preference is called _______________ method.
Answer: • the rank-order
Question:* True or false? A double-barrelled question is good because it gets information on multiple topics.
Answer: • False
Question:* What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?
Answer: • Distribution research
Question:* _______ data deals with relationships, while _______ data does not.
Answer: • bivariate; univariate
Question:* A common qualitative research method is:
Answer: • Observing the subject in a related situation
Question:* The type of market research firm that gathers consumer and trade information is:
Answer: • A syndicated service research firm
Question:* Which of the following settings would be best for a "depth interview"?
Answer: • In a consumer's home
Question:* What does p=.05 indicate?
Answer: • A 95% confidence level
Question:* In which situation would you use post-coding?
Answer: • When analyzing a list of open-ended questions
Question:* A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):
Answer: • F-test
Question:* Which of these are NOT examples of paradata?
Answer: • The percent of participants in a survey that are able to identify popular logos
Question:* To show the information or data collected in useful form
Answer: • Data Tabulation
Question:* Which type of research is used to define problems and suggest hypotheses?
Answer: • Descriptive Research
Question:* The primary purpose behind perceptual mapping is
Answer: • Product/service positioning
Question:* What is another term for a z-score?
Answer: • Standard score
Question:* Which of the following is NOT a common type of question?
Answer: • Validative
Question:* What is the Markov Model?
Answer: • 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
Question:* A focus group is best at providing:
Answer: • Directional insight
Question:* Semantic differential scale is a form of:
Answer: • Attitude rating scale
Question:* Which of the following is a non probability sampling method?
Answer: • Quota Sampling
Question:* Which of the following is NOT a common market segmentation?
Answer: • Anthrographic
Question:* If a survey question uses two bi-polar words and degrees of agreement, it is using:
Answer: • A semantic differential scale
Question:* Which of these is not an Online Survey Programming Tool:
Answer: • Wincross
Question:* Which of the following is NOT a common form of market research?
Answer: • Depth research
Question:* What is a benefit in using a "laddering" interview?
Answer: • It helps uncover a consumer's core values
Question:* Using a Likert question or scale is common in:
Answer: • Constructing useful survey questions
Question:* What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?
Answer: • Type II error
Question:* A sample space is:
Answer: • A set including all possible outcomes for a particular experiment
Question:* Open end responses are coded using a specific technique
Answer: • Ascribe
Question:* Which of the following is an advantage of using a mixed-mode survey?
Answer: • Greater potential response rate
Question:* Cross-tabulation is used to create a __________.
Answer: • contingency table
Question:* Which of the following is NOT a type of product research?
Answer: • Pricing analysis
Question:* Which of the following would be a specialized research technique?
Answer: • Word association
Question:* The Flowerpot approach is a:
Answer: • Process for developing questionnaires in a systematic way
Question:* 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:
Answer: • Data wholesaler
Question:* What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true?
Answer: • Type I error
Question:* A Stapel Scale is a _______ rating scale from - 5 to + 5.
Answer: • unipolar
Question:* A Stapel Scale is a _______ rating scale from - 5 to + 5.
Answer: • unipolar
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