Primary & Secondary Market Research Flashcards

Which type of research design is BEST suited for establishing a cause-and-effect relationship between a marketing variable and consumer behavior?

Answer: Causal (experimental) research

Causal research uses controlled experiments to isolate variables and establish cause-and-effect relationships.

A brand manager conducts an A/B test by showing two different ad headlines to separate random audience segments and measuring click-through rates. This is an example of:

Answer: Field experimentation

A/B testing is a form of field experimentation where one variable is manipulated to measure its effect on an outcome.

The question 'On a scale of 1 to 10, how satisfied are you with our product?' uses which type of scale?

Answer: Interval scale

An interval scale has equal distances between points but no true zero, which is characteristic of numeric satisfaction rating scales.

Which of the following BEST describes the concept of 'research bias'?

Answer: Systematic error that skews research results away from truth

Research bias is a systematic distortion that consistently skews findings in one direction, compromising validity.

A market research firm observes shoppers in a grocery store without interacting with them to record product-selection behavior. This method is called:

Answer: Naturalistic observation

Naturalistic observation involves watching subjects in their natural environment without researcher intervention.

Secondary research is MOST limited by which concern?

Answer: Data may be outdated or not match the specific research question

Secondary data was collected for a different purpose and may not align perfectly with the current research question or may be stale.

Which qualitative research technique asks a small group of target consumers to share perceptions about a product in a moderated discussion setting?

Answer: Focus group

A focus group brings together a small number of participants to discuss a topic under the guidance of a trained moderator.