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Market Research MCQ 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. What is the primary purpose of a conjoint analysis in market research?

    Answer: To determine how consumers value different product attributes

    Conjoint analysis reveals the relative importance consumers place on various product features by asking them to evaluate trade-offs.

  2. Which sampling method would be MOST appropriate when a researcher needs to ensure every subgroup of a population is proportionally represented?

    Answer: Stratified random sampling

    Stratified random sampling divides the population into subgroups and randomly samples from each in proportion to their size.

  3. A researcher finds a Cronbach's alpha of 0.45 for a multi-item scale. This indicates:

    Answer: Poor internal consistency requiring scale revision

    Cronbach's alpha below 0.70 generally indicates poor internal consistency, suggesting scale items don't reliably measure the same construct.

  4. In a brand tracking study, 'top-of-mind awareness' is measured by asking respondents to:

    Answer: Name the first brand they think of in a category without prompting

    Top-of-mind awareness captures the single brand that spontaneously comes to mind first when a category is mentioned.

  5. Which of the following best describes 'ethnographic research' in a market research context?

    Answer: Observing consumers in their natural environment to understand behavior

    Ethnographic research involves immersive observation of consumers in real-life settings to uncover deep behavioral and cultural insights.

  6. A company wants to test whether a new product concept resonates with its target market before full launch. The MOST appropriate research approach is:

    Answer: A concept test with target consumers

    Concept testing exposes potential customers to a product idea and measures their reactions, intent to purchase, and perceived value before launch.

  7. What does a 'net promoter score' (NPS) specifically measure?

    Answer: The likelihood that customers will recommend a brand to others

    NPS asks customers how likely they are to recommend the company on a 0–10 scale, then subtracts detractors from promoters.