Mixed Deck — All Market Research Topics Flashcards

What does 'TURF analysis' stand for in market research?

Answer: Total Unduplicated Reach and Frequency

TURF analysis identifies the optimal combination of product offerings to maximize reach among unique consumers without duplication.

What is 'perceptual mapping' used for in market research?

Answer: Visualizing consumers' perceptions of brands relative to competitors on key dimensions

Perceptual mapping creates a visual representation of how consumers perceive competing brands on two or more attributes, revealing positioning opportunities.

What is 'customer journey mapping' in consumer behavior research?

Answer: A visual representation of all touchpoints and experiences a customer has with a brand over time

Customer journey mapping documents every touchpoint, emotion, and action a customer experiences from awareness through post-purchase, identifying pain points and opportunities.

What is 'response rate' and why does it matter in survey research?

Answer: The proportion of sampled individuals who complete and return the survey, affecting representativeness and generalizability

Response rate is the percentage of invited subjects who complete the survey; low response rates raise concerns about non-response bias, where non-respondents may systematically differ from respondents.

What is a control group in experimental market research?

Answer: The group not exposed to the experimental variable, used as a baseline

A control group serves as a baseline by not being exposed to the experimental treatment, allowing comparison of outcomes.

What is 'market sizing' in competitive analysis research?

Answer: Estimating the total revenue or sales volume available in a specific market

Market sizing estimates the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM) to assess business opportunity.

Which type of question is most appropriate for a focus group discussion guide?

Answer: Open-ended questions that encourage discussion

Open-ended questions encourage participants to elaborate, share opinions, and generate rich discussion, which is the core purpose of a focus group.

What is 'panel fatigue' in market research?

Answer: Declining response quality or engagement among panel members who are surveyed too frequently

Panel fatigue occurs when respondents who participate in surveys too often become less engaged, leading to careless or rushed answers that reduce data quality.

What does 'operationalization' mean in market research?

Answer: Defining abstract concepts in measurable, observable terms

Operationalization translates abstract concepts like 'brand loyalty' into specific, measurable variables that can be observed.

The Net Promoter Score (NPS) is calculated by subtracting the percentage of 'Detractors' from the percentage of which group?

Answer: Promoters

NPS = % Promoters (score 9–10) minus % Detractors (score 0–6); Passives (7–8) are not included in the calculation.

What does a p-value below 0.05 indicate in market research analysis?

Answer: The result is statistically significant at the 95% confidence level

A p-value below 0.05 indicates there is less than a 5% probability the results occurred by chance, meeting the standard significance threshold.

What is 'net sentiment analysis' in competitive market research?

Answer: The difference between positive and negative mentions of a brand in consumer-generated content

Net sentiment analysis calculates the difference between positive and negative brand mentions in social media, reviews, and other consumer-generated content to gauge overall brand perception.

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.

What does 'reliability' mean in the context of a research instrument?

Answer: The instrument produces consistent results across repeated measurements

Reliability refers to the consistency of a measurement instrument when applied repeatedly under the same conditions.

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.

What is the primary purpose of a research hypothesis in market research?

Answer: To provide a testable prediction about the relationship between variables

A hypothesis provides a testable prediction that guides the research design and data collection process.

Which type of question is MOST likely to introduce response bias in a survey?

Answer: 'Don't you agree that our product is superior to the competition?'

Leading questions like 'Don't you agree…' push respondents toward a specific answer, introducing systematic response bias.

What is the purpose of 'reverse-coded items' in a survey scale?

Answer: To detect and correct for acquiescence bias by phrasing some items in the opposite direction

Reverse-coded items are worded in the opposite direction to catch respondents who answer without reading carefully, improving overall data quality.

What are the four steps in creating and putting into practice a marketing strategy?

Answer: 1. Identify and evaluate opportunities 2. Analyzing market segments and target market 3. Planning and implementing a marketing mix that will satisfy customer needs and meet the objectives of the organizations 4. Analyzing Marketing Performance

Creating and implementing a marketing strategy typically follows a structured four-step process. It begins with identifying and evaluating market opportunities, followed by analyzing market segments and defining the target market. The third step involves planning and implementing a marketing mix tailored to customer needs and organizational objectives, culminating in the crucial fourth step of analyzing marketing performance to ensure effectiveness and facilitate continuous improvement.

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.