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 'price sensitivity measurement' (Van Westendorp) used for in market research?
Answer: Finding the acceptable price range for a product from the consumer's perspective
The Van Westendorp Price Sensitivity Meter asks four questions about price perceptions to identify an acceptable price range and optimal price point.
What is the key risk of using only social media listening as a market research method?
Answer: It only captures opinions from active social media users, not the full population
Social media listening samples are self-selected and skewed toward active users, meaning results may not represent the broader target market.
Which research method would best reveal the unconscious or subconscious motivations behind consumer decisions?
Answer: Projective techniques (e.g., word association, sentence completion)
Projective techniques bypass conscious defenses by asking respondents to respond to ambiguous stimuli, revealing underlying motivations and feelings.
What is a 'test market' in market research?
Answer: A limited geographic area where a product is launched before a full rollout
A test market is a real but limited market (often a city or region) used to evaluate a product's performance before committing to a national or global launch.
What does 'incidence rate' mean in the context of market research recruiting?
Answer: The proportion of the general population that qualifies for a specific study
Incidence rate is the percentage of people in a general sample who meet the screener criteria for a study, directly affecting recruitment cost and time.
In perceptual mapping, what do the axes typically represent?
Answer: Key attributes or dimensions consumers use to evaluate brands
Perceptual maps plot brands in a two-dimensional space where axes represent key consumer evaluation dimensions, revealing competitive positioning.
A researcher conducts 30 in-depth interviews and finds that the last 5 interviews reveal no new themes. This is called:
Answer: Sample saturation / theoretical saturation
Theoretical (or data) saturation occurs when additional data collection yields no new themes or insights, signaling that the sample size is sufficient.