Market Research Flashcards

Which sampling method gives every member of a population an equal chance of being selected?

Answer: Simple random sampling

Simple random sampling ensures every population member has an equal probability of selection, making it the most unbiased method.

What is the primary advantage of focus groups over individual interviews in market research?

Answer: Group dynamics can generate unexpected insights

Focus groups leverage group dynamics and social interaction to surface ideas and opinions that participants might not express alone.

A researcher uses existing sales records and customer databases to answer a new research question. This is an example of using:

Answer: Secondary data

Secondary data refers to information originally collected for a different purpose that is repurposed for a new research question.

What does 'statistical significance' indicate in market research findings?

Answer: The result is unlikely to have occurred by chance

Statistical significance (typically p < 0.05) means there is less than a 5% probability the result occurred due to random chance.

Which type of research design is best suited for establishing cause-and-effect relationships?

Answer: Experimental research

Experimental research manipulates independent variables and controls for confounds, allowing researchers to establish causal relationships.

A company tracks the same group of consumers monthly over two years to observe changing brand preferences. This is called a:

Answer: Longitudinal panel study

A longitudinal panel study follows the same individuals repeatedly over time to observe changes in behavior or attitudes.

What is 'respondent fatigue' and how does it affect survey quality?

Answer: Long surveys cause declining response quality toward the end

Respondent fatigue occurs when survey length causes participants to give less thoughtful, random, or incomplete answers in later sections.