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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. A 'perceptual map' is used in market research primarily to:

    Answer: Visualize how consumers position competing brands on key attributes

    Perceptual maps plot competing brands in a two-dimensional space defined by consumer perceptions on key attributes, revealing competitive positioning.

  2. In an A/B test for a website, the 'control group' sees the original page while the 'treatment group' sees the modified version. To ensure valid results, the researcher must:

    Answer: Randomly assign visitors to each version

    Random assignment to control and treatment groups ensures that any differences in outcomes are attributable to the change being tested, not selection bias.

  3. Which of the following is the BEST definition of 'market segmentation'?

    Answer: Dividing a broad market into distinct subgroups with common needs or characteristics

    Market segmentation partitions a heterogeneous market into homogeneous subgroups to enable more targeted and effective marketing strategies.

  4. A researcher conducts the same survey with the same respondents two weeks apart and gets very different results. This indicates a problem with:

    Answer: Test-retest reliability

    Test-retest reliability measures consistency over time; large discrepancies between administrations suggest the instrument is unreliable.

  5. A company surveys 500 customers and finds 60% prefer Product A. The margin of error is ±4%. This means the researcher is confident that:

    Answer: Between 56% and 64% of the population prefer Product A

    The margin of error defines the range within which the true population parameter is estimated to fall, so 60% ± 4% gives a 56%–64% confidence interval.

  6. Which qualitative research method involves asking participants to organize items (such as product images or concepts) into groups that make sense to them?

    Answer: Card sorting

    Card sorting tasks participants with grouping items according to their own logic, revealing how they mentally categorize products or concepts.

  7. In market research, 'TURF analysis' is used to answer which type of business question?

    Answer: What combination of product variants reaches the most unique customers?

    TURF (Total Unduplicated Reach and Frequency) analysis identifies the optimal portfolio of products or messages that maximizes the number of unique buyers reached.