Trivia Flashcards

Which company is credited with pioneering modern market research by commissioning the first large-scale consumer survey in the 1920s?

Answer: Procter & Gamble

Procter & Gamble pioneered large-scale consumer research in the 1920s to better understand soap and household product preferences.

What does the acronym 'CAPI' stand for in market research data collection?

Answer: Computer-Assisted Personal Interviewing

CAPI stands for Computer-Assisted Personal Interviewing, where interviewers use tablets or laptops to record responses in real time.

Which statistical technique is used in market research to group consumers with similar characteristics into distinct segments?

Answer: Cluster analysis

Cluster analysis groups respondents or items with similar attributes together, making it ideal for market segmentation.

What is a 'mystery shopper' primarily used to evaluate in market research?

Answer: Customer service and retail experience quality

Mystery shoppers pose as regular customers to covertly assess the quality of service, compliance, and retail experience.

In a Likert scale, responses typically range from 'Strongly Disagree' to 'Strongly Agree.' How many response options does a standard 5-point Likert scale have?

Answer: 5

A standard Likert scale has 5 points: Strongly Disagree, Disagree, Neutral, Agree, and Strongly Agree.

What is the term for the tendency of survey respondents to answer questions in a way they think will please the researcher?

Answer: Social desirability bias

Social desirability bias occurs when respondents give answers they believe are socially acceptable rather than truthful.

Which type of research design tests a cause-and-effect relationship between variables under controlled conditions?

Answer: Experimental research

Experimental research manipulates one variable while controlling others to establish causal relationships.