Trivia Flashcards

What is 'demand forecasting' in market research?

Answer: Estimating future consumer demand for a product or service

Demand forecasting uses historical data, trends, and modeling to predict how much of a product consumers will want in the future.

Which data collection method has the highest response rate due to its personal, direct nature?

Answer: In-person interviews

In-person interviews typically achieve the highest response rates because the interviewer's presence encourages participation and reduces abandonment.

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.

In survey design, what is a 'double-barreled question'?

Answer: A single question that asks about two different issues simultaneously

A double-barreled question combines two distinct issues (e.g., 'Do you find our product affordable and reliable?'), making it impossible to answer each separately.

Which of the following is an example of 'qualitative' market research?

Answer: In-depth interviews exploring consumer motivations

Qualitative research seeks to understand underlying motivations and feelings through open-ended methods like interviews and focus groups, not numerical measurement.

What is the primary purpose of a 'pilot test' before launching a full survey?

Answer: To identify confusing questions or technical issues before wide distribution

A pilot test (or pre-test) runs the survey with a small sample to catch ambiguous wording, technical bugs, or logical flow problems.

Which concept describes the degree to which a survey instrument consistently measures what it is supposed to measure across different occasions?

Answer: Reliability

Reliability refers to the consistency of a measurement instrument — a reliable survey yields the same results when administered under similar conditions.