Primary & Secondary Market Research Flashcards

A researcher wants to track changes in consumer attitudes toward a brand over a three-year period using the same respondents. Which research design is MOST appropriate?

Answer: Longitudinal panel study

A longitudinal panel study follows the same respondents over time, enabling tracking of attitude changes.

In survey design, a 'double-barreled question' is problematic because it:

Answer: Asks about two issues simultaneously, making responses ambiguous

A double-barreled question combines two separate issues in one question, so a single answer cannot accurately reflect opinions on both.

Which of the following is an example of external secondary data?

Answer: Industry trade association reports on market trends

External secondary data originates outside the company, such as trade association reports, government data, or commercial databases.

A Likert scale that asks respondents to rate their agreement from 'Strongly Disagree' to 'Strongly Agree' is considered which type of scale?

Answer: Ordinal

Likert scales are ordinal because responses are ranked, but the distances between scale points are not necessarily equal.

What is 'concept testing' in the context of primary market research?

Answer: Evaluating consumer reactions to a new product idea before development

Concept testing exposes target consumers to a new product concept to gauge appeal and identify improvements before full development.

Which error occurs when selected survey participants do not respond, potentially skewing results?

Answer: Non-response bias

Non-response bias occurs when those who do not respond differ systematically from those who do, distorting findings.

A CPM candidate needs to estimate total market size for a new category. Which combination of sources would be MOST appropriate?

Answer: Government census data and industry association reports

Government census data and industry association reports provide broad, credible secondary data ideal for estimating total market size.