Primary & Secondary Market Research Flashcards

A marketer wants to understand why customers abandoned their shopping carts on an e-commerce site. Which primary research method is MOST appropriate?

Answer: Conducting in-depth interviews with customers who abandoned carts

In-depth interviews gather firsthand qualitative insights directly from the individuals whose behavior you want to understand.

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

Answer: Sales transaction records from the company's own CRM system

Internal secondary data is information already collected by the organization itself, such as CRM sales records.

What is the PRIMARY advantage of using syndicated research data?

Answer: It is cost-efficient because costs are shared across multiple subscribers

Syndicated research spreads data collection costs across many purchasing organizations, reducing the per-user cost significantly.

A researcher administers the same survey twice to the same group two weeks apart and gets very similar results. This indicates the instrument has high:

Answer: Reliability

Reliability refers to the consistency of a measurement instrument when repeated under the same conditions.

Which sampling method divides the population into subgroups and then randomly selects participants from each subgroup?

Answer: Stratified random sampling

Stratified random sampling ensures proportional representation by dividing the population into strata before randomly sampling within each.

A company uses web analytics data already collected by its platform to understand user navigation patterns. This is an example of:

Answer: Internal secondary research

Web analytics data was previously collected by the company itself, making it internal secondary data.

What does the term 'sampling frame' refer to in market research?

Answer: The list or source from which sample participants are drawn

The sampling frame is the actual list or database used to identify and select participants for a study.