Market Research Research Methodology 2 — Questions and Answers
Question 1: What is the key difference between primary and secondary research?
- Primary is cheaper; secondary is more accurate
- Primary data is collected firsthand; secondary data was previously collected by others (Correct answer)
- Primary uses surveys; secondary uses interviews only
- Primary is qualitative; secondary is always quantitative
Correct answer: Primary data is collected firsthand; secondary data was previously collected by others
Primary research involves collecting new, firsthand data, while secondary research uses data that already exists from prior studies.
Question 2: Which of the following is an example of longitudinal research?
- A one-time survey of customer satisfaction
- A focus group conducted over a single session
- Tracking the same panel of consumers over multiple years (Correct answer)
- A cross-sectional study of brand awareness
Correct answer: Tracking the same panel of consumers over multiple years
Longitudinal research follows the same subjects over an extended period to track changes and trends over time.
Question 3: What is 'construct validity' in market research?
- Whether the survey was logically constructed
- The degree to which a test measures the theoretical construct it claims to measure (Correct answer)
- The number of constructs included in the survey
- Whether the research design is operationally sound
Correct answer: The degree to which a test measures the theoretical construct it claims to measure
Construct validity ensures that the measurement tool accurately captures the theoretical concept it is designed to measure.
Question 4: In a between-subjects experimental design, what happens?
- All participants experience all experimental conditions
- Different participants are assigned to different conditions (Correct answer)
- Subjects rate products across multiple price points in sequence
- Subjects are drawn from between different demographic groups
Correct answer: Different participants are assigned to different conditions
In a between-subjects design, separate groups of participants each experience only one experimental condition, preventing carry-over effects.
Question 5: What is the purpose of a pilot study in market research?
- To present preliminary results to stakeholders
- To test and refine the research instrument before the main study (Correct answer)
- To train the research team on fieldwork procedures
- To establish the final research budget
Correct answer: To test and refine the research instrument before the main study
A pilot study is a small-scale preliminary study used to test and refine the research design and instruments before full deployment.
Question 6: Which research approach involves studying a phenomenon in its natural setting without manipulation?
- Experimental research
- Causal research
- Naturalistic observation (Correct answer)
- Laboratory research
Correct answer: Naturalistic observation
Naturalistic observation involves studying subjects in their real-world environment without any researcher-imposed manipulation.
Market Research Research Methodology 2
What is the key difference between primary and secondary research?