Market Research Exam 2

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Market Research Mastery Quiz

Test your knowledge with our Market Research Exam! Designed for those interested in enhancing their understanding of market research principles, this quiz consists of 30 carefully curated questions.

Whether you're a student, researcher, or marketing professional, challenge yourself and see how well you grasp essential concepts. Key features include:

Multiple-choice and checkbox questions
Focus on validity, reliability, and data collection methods
Instant feedback on your performance

30 Questions8 MinutesCreated by LearningCurve201

Some of the problems with using close-ended questions include which of the following?

Response categories must be truly exhaustive

Some respondents may not have an opinion.

Response categories must be mutually exclusive.

None of the possible response alternatives may capture the respondent's true beliefs.

All of these.

Which of the following does NOT affect a respondent's willingness to produce a response?

The individual's ability to remember the event.

The sensitivity of the issue.

The person's ability to articulate an answer.

Amount of work involved.

All of the above affect a respondent's willingness to provide a response.

A person's ability to remember an event is NOT influenced by the

Length of time since the event.

Stimulus used to facilitate recall.

The event itself.

The importance attached to the event.

The gender of the respondent.

You have a need to determine if a respondent is actually a member of the population being studied. Which type of question would you use to do that?

Which of the following is FALSE?

Respondents tend to answer questions even when they do not possess the necessary information to give reasonable answers.

Offering an incentive often affects the respondent's willingness to participate.c

Any response given by the respondent is good.

A respondent may be more willing to provide information to a researcher if he or she is capable of articulating answers to the researcher's questions.

Some questionnaire studies fail because the respondent is willing but unable to provide the information needed.

When determining content of individual questions, in general you want to capture the needed data using

The same question multiple times, but worded differently.

As few questions as possible.

Generalizations and estimates.

Sophisticated language, words and phrases.

All of these.

A researcher developing a questionnaire becomes aware of an interesting additional relationship that could be investigated at very little cost and effort by adding an additional item to the questionnaire. He knows that this is not vital to his present research purpose. He should

Forget it.

Evaluate the cost.

Investigate it to a limited extent.

Investigate it, as this is likely to reduce sampling error.

Investigate it carefully.

Validity is

Concerned with the relationships of random error with systematic error.

Equal to the true score plus the systematic error.

Equal to the true score plus systematic error minus random error.re

Concerned with the extent to which differences in scores reflect true differences in the characteristic.

Concerned with the extent to which differences in scores reflect instability in the measurements.

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification?

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

Phone book sampling frames are inadequate because of

The major problem with using the mall intercept method to conduct personal interviews concerns

Securing the cooperation of mall merchants.

the high cost of the method.

Securing the cooperation of the respondent.

The ability to direct the inquiry to a randomly determined respondent.

the noisy, distracting environment in which the interview is conducted.

The responses, as well as the questions, are standardized in a(n)

The use of disguised communication to gather primary research data can

Hide the purpose or sponsor of the study.

Create a more natural environment in which to collect data from individuals.

help eliminate response bias.

Involve active deception.

All of these.

Which of the following is NOT an advantage of structured-undisguised questions?

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use

Market Research Exam 2

Market Research Mastery Quiz

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