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.
Read the first 7 Market Research flashcards as text
What is the 'margin of error' in survey research?
Answer: The range within which the true population value likely falls
Margin of error indicates the range around a sample estimate within which the true population parameter is expected to fall at a given confidence level.
Which qualitative technique involves researchers immersing themselves in a consumer's natural environment to observe behavior?
Answer: Ethnographic research
Ethnographic research involves researchers observing and participating in consumers' everyday lives to gain authentic, contextual insights.
What is 'brand tracking' research designed to monitor?
Answer: Changes in brand metrics like awareness and perception over time
Brand tracking studies measure key brand health metrics—awareness, consideration, preference, and image—repeatedly over time to detect shifts.
A researcher uses semantic differential scales asking respondents to rate a brand between 'Modern' and 'Old-fashioned.' What is being measured?
Answer: Brand image/perception
Semantic differential scales capture brand image by having respondents position the brand between bipolar adjective pairs reflecting perception.
What distinguishes a 'concept test' from a 'product test' in new product research?
Answer: Concept tests evaluate the idea before a physical product exists; product tests evaluate the actual item
A concept test gauges consumer reaction to a product idea or description, while a product test evaluates the actual physical or digital product.
Which statistical technique is used to identify underlying dimensions that explain correlations among a large set of survey variables?
Answer: Factor analysis
Factor analysis reduces many correlated variables into a smaller number of underlying factors or dimensions that explain the patterns of correlation.
In advertising research, what does 'aided recall' measure?
Answer: Whether consumers recognize an ad when shown it or given cues
Aided recall measures whether respondents remember an advertisement when given a prompt (e.g., showing the brand name or a visual cue).