Market Research Research Methodology 1 — Questions and Answers
Question 1: What is the primary purpose of a research hypothesis in market research?
- To summarize research findings
- To provide a testable prediction about the relationship between variables (Correct answer)
- To define the research budget
- To select the appropriate sample size
Correct answer: To provide a testable prediction about the relationship between variables
A hypothesis provides a testable prediction that guides the research design and data collection process.
Question 2: Which sampling method ensures every member of the population has an equal chance of being selected?
- Convenience sampling
- Purposive sampling
- Simple random sampling (Correct answer)
- Quota sampling
Correct answer: Simple random sampling
Simple random sampling gives every population member an equal probability of selection, minimizing selection bias.
Question 3: What is a control group in experimental market research?
- The group exposed to the experimental variable
- The group not exposed to the experimental variable, used as a baseline (Correct answer)
- The largest segment of respondents
- The group selected using quota sampling
Correct answer: The group not exposed to the experimental variable, used as a baseline
A control group serves as a baseline by not being exposed to the experimental treatment, allowing comparison of outcomes.
Question 4: Which type of research design is best suited for establishing cause-and-effect relationships?
- Exploratory research
- Descriptive research
- Causal/experimental research (Correct answer)
- Observational research
Correct answer: Causal/experimental research
Causal research uses controlled experiments to establish cause-and-effect relationships between variables.
Question 5: What does 'operationalization' mean in market research?
- Running field operations for data collection
- Defining abstract concepts in measurable, observable terms (Correct answer)
- Hiring operational staff for fieldwork
- Calculating operational research costs
Correct answer: Defining abstract concepts in measurable, observable terms
Operationalization translates abstract concepts like 'brand loyalty' into specific, measurable variables that can be observed.
Question 6: What does 'reliability' mean in the context of a research instrument?
- The instrument measures what it is supposed to measure
- The instrument produces consistent results across repeated measurements (Correct answer)
- The data collected is completely free from bias
- The sample is representative of the population
Correct answer: The instrument produces consistent results across repeated measurements
Reliability refers to the consistency of a measurement instrument when applied repeatedly under the same conditions.
Market Research Research Methodology 1
What is the primary purpose of a research hypothesis in market research?