Market Research MCQs
Market Research MCQs
Answer these 100+ Market Research MCQs and assess your grip on the subject of Market Research.
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1: When you use data collected by someone else that already existed, it is called:
A. CRM data
B. Tertiary data
C. Primary research
D. Secondary data
E. Ordinal research
2: What is exploratory research?
A. Research conducted for a problem that is not yet fully defined
B. Research to evaluate brand effectiveness
C. None of these
D. A method of research that focuses on long, free-form interviews
3: The type of market research firm that gathers consumer and trade information is:
A. A business library
B. A consumer branding company
C. A syndicated service research firm
D. A not-for-profit research company
E. A demographic analysis
4: Which is a classification of market research?
A. Short research
B. Horizontal research
C. Preliminary research
D. Exploratory research
E. Vertical research
5: The American FactFinder primarily provides what kind of information?
A. Access to Broadband
B. Demographic Data
C. Internet Usage Data
D. None of these
E. Business Spending Tables
6: ______ is considered a syndicated service research firm.
A. Yahoo
B. Google
C. Nielsen
D. Facebook
E. Smarterer
7: The marketing research process starts with
A. Initial search of secondary data
B. Defining research objectives
C. Collecting data
D. Designing primary data collection samples
8: True or False? "Treatment" is the changes that are being made to the independent variable in a research study.
A. False
B. True
9: Which of these are NOT included in the "marketing mix"?
A. Price
B. Product
C. Promotion
D. Perception
10: When we say a sample size needs to have sufficient statistical power, what do we mean?
A. Only return large numbers, typically in the millions
B. That it is an iterative statistical process
C. It needs to be big enough to be statistically valid for high confidence
D. That the market research firm is well-known
11: The chart that shows a circle with colored wedges representing percentages is called:
A. A sphere of percentage chart
B. A wedge percent chart
C. A pie chart
D. A color scale chart
E. An Excel spreadsheet
12: When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:
A. A focus group
B. Behavioral data
C. An intelligence farm
D. A consumer panel
E. An experimental design
13: How are psychographic segments grouped?
A. All of these
B. By attitudes
C. By values
D. By interests
14: The two categories of research are:
A. Interviews and surveys
B. Buzz marketing and Word of mouth
C. Primary and secondary
D. Surveys and Survey Monkey
15: Market research is of no use to non-profit organizations.
A. False
B. True
16: Which one is a type of measurement scale?
A. All of these
B. Nominal
C. Interval
D. Ordinal
E. Ratio
17: SWOT Analysis refers to _______?
A. Scores, Web, Organization, Traffic
B. Strengths, Weaknesses, Orders, Themes
C. Strategy, Work, Orders, Targets
D. Strengths, Weaknesses, Opportunities, Threats
18: Market research is an organized effort to gather information about what?
A. Products or Services
B. Markets or Customers
C. Advertising or Branding
D. Individuals or Organizations
19: True or false? Observation is an accepted form of market research.
A. True
B. False
20: What does "SWOT" (as in SWOT Analysis) stand for?
A. Systematic Work Objective Theme
B. Sales Within Operational Timeline
C. Strengths Weaknesses Opportunities Threats
D. Sales - Work - Over - Time
21: Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:
A. Free
B. A monthly fee for businesses, with reduced rates for nonprofits.
C. A yearly fee for businesses, but a free 30-day trial.
22: Standard deviation means:
A. how much variation there is from the average or mean
B. what the average is expected to be based on past surveys
C. a term used to describe someone who answers incorrectly
D. a survey question style
E. data that's been collected previously and considered known
23: "How did you like the food and overall experience?" Why is this a poor questionnaire question?
A. It is double-barreled
B. It is misleading
C. It is invalid
D. It is confusing
24: When you choose a few cities to trial a product, this is called:
A. A soft launch
B. Limited sales testing
C. A commercialization strategy
D. Alpha testing
E. A test market
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 ?
A. 10%
B. 14%
C. 7%
D. 70%
26: The first step in any market research effort is to:
A. Develop a questionnaire
B. Get a budget in place
C. Determine what type of research method to use
D. Define the problem and objectives
E. Choose the team and its size
27: What is CAGR?
A. common accommodation growth rate
B. compound annual growth rate
C. common assessment growth rate
28: SPSS is an example of a:
A. Type of guide that moderators create
B. Measurement method for behavioral analysis
C. Popular statistical analysis software product
D. Scale used in online surveys
29: Which is not a type of secondary data?
A. Commercial data
B. Invoices
C. Government census
D. Interview
E. Published data
30: Online, mall intercept and phone are examples of:
A. Places to hold focus groups
B. Best places to observe people
C. Survey delivery methods
D. Places where possible samples may exist
31: Which of the following do you NOT use to calculate the necessary sample size?
A. Margin of error
B. The Pareto Effect
C. Population of size
32: Which of the following is not a form of primary data?
A. Attitudes
B. Theories
C. Demographic characteristics
D. Awareness
E. Motivations
33: What does ANOVA stand for?
A. Analysis of Variables
B. Attitude of Variance
C. Attitude of Validity
D. Analysis of Variance
E. Analysis of Validity
34: Ranking items in order of preference is called _______________ method.
A. the monandic ranking
B. the rank-order
C. the paired
D. the index ranking
E. the ordinal research
35: A focus group is an example of what specific kind of research?
A. Secondary Research
B. First-hand Research
C. Primary Research
D. Opinion Research
E. Tertiary Research
36: True or false? A double-barrelled question is good because it gets information on multiple topics.
A. True
B. False
37: Which of the following is NOT a sales forecasting method?
A. Binomial Regression
B. Leading Indicators
C. Time Series Analysis
D. Time Lag Analysis
38: In which situation would you use post-coding?
A. When analyzing a list of open-ended questions
B. When analyzing excel data
C. When testing sample size effectiveness
D. When analyzing quantitative data
39: _______ data deals with relationships, while _______ data does not.
A. scientific; logical
B. univariate; bivariate
C. bivariate; univariate
D. valid; invalid
40: A common description for Gaussian distribution is:
A. Frequently occurring values
B. A random variable
C. A bell curve
D. The average
E. How a survey is delivered
41: Which of the following settings would be best for a "depth interview"?
A. Over the phone
B. In a focus group
C. In the company conference room
D. In a consumer's home
42: To show the information or data collected in useful form
A. Data Tabulation
B. Data Validation
C. Data Collection
D. Data Analysis
43: What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?
A. Product research
B. Promotional research
C. Pricing research
D. Distribution research
44: What does p=.05 indicate?
A. A 50% confidence level
B. A 95% confidence level
C. A 5% confidence level
D. A 105% confidence level
45: A common qualitative research method is:
A. Observing the subject in a related situation
B. Constructing and deploying a survey
C. Calculating the statistical norm of the research
D. Counting the respondents that liked a product
46: Which type of research is used to define problems and suggest hypotheses?
A. Descriptive Research
B. Primary Research
C. Secondary Research
D. Casual Research
47: The primary purpose behind perceptual mapping is
A. Product/service positioning
B. Assessing customer satisfaction
C. Scanner data for pricing
D. Segmentation analysis
48: What is the Markov Model?
A. 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
B. A focus group conducted with four to six participants
C. A binary model of regression analysis that utilizes an S-shaped curve. For each question, responses can only be one of two options
D. The process of dividing a market by a measurable characteristic to be able to identify a consumer that is within the target market
49: A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):
A. Ability test
B. C-Test
C. Luck test
D. F-test
50: Which of these are NOT examples of paradata?
A. Outcome and details of respondent contact attempts
B. Characteristics and behaviors of interviewers
C. The percent of participants in a survey that are able to identify popular logos
D. Dates/times of data collection
51: If a survey question uses two bi-polar words and degrees of agreement, it is using:
A. A semantic differential scale
B. A Likert scale
C. A Rooney scale
D. A word association test
E. An opposing view scale
52: Which of the following is NOT a common type of question?
A. Behavioral
B. Validative
C. Attitudinal
D. Classification
53: Semantic differential scale is a form of:
A. Interval Scale
B. Nominal scale
C. Demographic scale
D. Attitude rating scale
E. Ratio Scale
54: What is another term for a z-score?
A. Standard score
B. Alpha score
C. Null score
D. Zero score
55: Which of the following is a non probability sampling method?
A. Simple random sampling
B. Quota Sampling
C. Cluster sampling
D. Stratified sampling
E. Systematic random sampling
56: Which of the following is NOT a common market segmentation?
A. Bizographic
B. Demographic
C. Anthrographic
D. Pyschographic
57: Which of the following is NOT a common form of market research?
A. Descriptive research
B. Causal research
C. Depth research
D. Exploratory research
58: A focus group is best at providing:
A. Conclusive data for determining actions
B. Drawing conclusions about consumers and users
C. Statistically useful data
D. Directional insight
E. Insight into trends
59: Using a Likert question or scale is common in:
A. Constructing useful survey questions
B. Making sure calculations are done properly
C. Telling you who likes something more than others
D. Weighing answers to questions
60: What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?
A. Null error
B. Type III error
C. Type I error
D. Type II error
E. Hypothesis error
61: A sample space is:
A. The units that qualify to be sampled and are available during the sampling process to be selected
B. The ratio comparing sample size to population size
C. A set including all possible outcomes for a particular experiment
D. The process researchers go through to determine which, of many alternatives, they will choose to study
62: Which of these is not an Online Survey Programming Tool:
A. SurveyMonkey
B. Qualtrics
C. Wincross
D. ConfirmIT
E. SSI
63: What is a benefit in using a "laddering" interview?
A. It helps determine the upper limit a consumer is willing to pay
B. It helps uncover a consumer's core values
C. The act of climbing up a ladder distracts the consumer from the questions
D. It helps the consumer get more comfortable with interviewer
64: Which of the following is an advantage of using a mixed-mode survey?
A. More accurate responses
B. More precise data
C. Greater potential response rate
D. It gives a researcher the chance to measure multiple topics
65: Open end responses are coded using a specific technique
A. SAS
B. Wincross
C. SPSS
D. Ascribe
E. Qualtrics
66: Which of the following is NOT a type of product research?
A. Brand name evaluation
B. Product testing
C. Concept testing
D. Pricing analysis
67: Cross-tabulation is used to create a __________.
A. total count of interviewed subjects
B. contingency table
C. comparison of two different studies
D. brand effectiveness measure
68: The Flowerpot approach is a:
A. Way to describe the important aspects of a product
B. Mutli-person research method that groups responses
C. Way to evaluate the success of a product during its growth phase
D. Method in which all the negative information (dirt) is exposed to the target
E. Process for developing questionnaires in a systematic way
69: Which of the following would be a specialized research technique?
A. A product test
B. A focus group
C. A survey
D. Word association
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:
A. Data capture organization
B. Data wholesaler
C. Data warehouse
D. Data miner
E. 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?
A. Null error
B. Type I error
C. Type II error
D. Hypothesis error
E. Type III error
72: A Stapel Scale is a _______ rating scale from - 5 to + 5.
A. rational
B. unipolar
C. bipolar
D. pentagonal
73: Which of the following best describes 'syndicated' market research?
A. Research based on data generated to meet a specific client's requirements
B. Research based on data gathered in response to a national Government's requirements
C. Research that is conducted to be sold to multiple clients
D. Research outsourced by an organization to a dedicated market-research company
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?
A. The Delphi method
B. The Athens method
C. The Apollo method
D. The Oracle method
75: 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
76:
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-sectional' 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
77: Which of the following is NOT a component of the 'marketing research mix'?
A. Purpose
B. Population
C. Product
D. Publication
78: Market research can be used to characterize a particular market. Which of the following characterizes a 'perfect' market?
A. High barriers to entry, many sellers
B. High barriers to entry, few sellers
C. Low barriers to entry, few sellers
D. Low barriers to entry, many sellers
79:
Which of the following statements is/are true?
i)Small changes in the wording of a survey question can have a significant effect on respondents' answers.
ii)If the sample size for a survey is large enough, predictions about consumer behavior can, effectively, be made completely accurate.
A. Both (i) and (ii) are true.
B. Only (i) is true.
C. Only (ii) is true.
D.
Neither is true.
80: Which of the following best describes the purpose of '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
81: 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
82: 'Scenario planning' can be used to draw conclusions about the future state of a market. Which of the following best characterizes this approach?
A. Comparison with past examples to predict likely outcomes
B. Considering multiple possible situations so that the organization can respond to a range of eventualities
C. Concentrating on the highest-probability outcome so a detailed contingency plan is in place
D. Conducting computerized simulations to model future situation
83: Which of the following goals is most commonly associated with the use of 'projective' techniques in market research?
A. To identify the target market for a product
B. To identify the best mediums in which to advertise a product
C. To identify how to increase market share
D. To identify the feelings associated with a bran
84: What is the 'modal' value of the following: 2, 2, 2, 3, 3, 4, 5, 5?
A. 2
B. 3
C. 3.25
D. Impossible to tell
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?
A. Causal
B. Observational
C. Secondary
D. Qualitative
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?
A. Golden handcuffs
B. Barriers to exit
C. Escape clauses
D. Transfer costs
87: 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
88: 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
89:
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
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?
A. Multiple forecasting
B. Conjoint forecasting
C. Ensemble forecasting
D. Combined forecasting
91: Which of the following MUST be true for a market that is 'price elastic'?
A. A price cut causes total revenue to decrease.
B. A price increase causes total revenue to decrease.
C. A price cut causes the number of units sold to increase.
D. A price increase causes the number of units sold to increase.
92: 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?"
93: Which of the following situations would be LEAST likely to encourage a company to consider re-positioning itself?
A. A pronounced change in the economic climate
B. A reduction in production costs
C. A sustained fall in sales
D. A large entrant to the market
94: 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
95: Which of the following sources of market-research data would NOT contribute to a study on a retail company's customer conversion rate?
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
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?
A. 3%
B. 6%
C. 9%
D. Impossible to tell
97: 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
98:
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
99: Which of the following is NOT an 'experimental' form of market research?
A. Traffic audit
B. Pilot roll-out
C. Blind test
D. Extended user test
100: Which of the following is NOT a characteristic of 'covert observational' market research
A. The activity is controlled and, therefore, yields consistent results.
B. The subjects' approval need not be sought.
C. Results can be analyzed after the event.
D. Behavior is not affected by the researcher.
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