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Market Research Flashcards

7 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

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  1. In conjoint analysis, what are participants typically asked to do?

    Answer: Evaluate trade-offs between product attribute combinations

    Conjoint analysis presents respondents with different product profiles to choose between, revealing how they trade off attributes like price versus quality.

  2. What does a Net Promoter Score (NPS) primarily measure?

    Answer: Likelihood that customers will recommend the brand

    NPS asks customers how likely they are to recommend a company on a 0-10 scale, categorizing them as Promoters, Passives, or Detractors.

  3. Which approach is most appropriate when a researcher needs to understand 'why' consumers behave a certain way?

    Answer: Qualitative research

    Qualitative research methods like interviews and focus groups explore underlying motivations, attitudes, and emotions that explain consumer behavior.

  4. What is 'quota sampling' in market research?

    Answer: Selecting participants to match the demographic proportions of the target population

    Quota sampling ensures the sample reflects key demographic characteristics of the population by filling predetermined quotas for each subgroup.

  5. A market researcher notices that participants change their behavior when they know they are being observed. This is known as:

    Answer: Demand characteristics / the Hawthorne effect

    The Hawthorne effect (or demand characteristics) occurs when participants alter their natural behavior because they are aware of being observed or studied.

  6. What is the purpose of a 'screener' questionnaire in recruitment for market research studies?

    Answer: To filter and qualify participants based on eligibility criteria

    A screener questionnaire identifies whether potential participants meet the specific criteria required for a study before including them.

  7. In market segmentation research, what does 'psychographic segmentation' focus on?

    Answer: Lifestyle, values, and personality traits

    Psychographic segmentation divides consumers based on psychological attributes such as values, interests, attitudes, and lifestyle choices.