Market Research Market Research 3

Question 1

In conjoint analysis, what are participants typically asked to do?

Accepted Answer

Evaluate trade-offs between product attribute combinations

Answer

Conjoint analysis presents respondents with different product profiles to choose between, revealing how they trade off attributes like price versus quality.

Question 2

What does a Net Promoter Score (NPS) primarily measure?

Accepted Answer

Likelihood that customers will recommend the brand

Answer

NPS asks customers how likely they are to recommend a company on a 0-10 scale, categorizing them as Promoters, Passives, or Detractors.

Question 3

Which approach is most appropriate when a researcher needs to understand 'why' consumers behave a certain way?

Accepted Answer

Qualitative research

Answer

Qualitative research methods like interviews and focus groups explore underlying motivations, attitudes, and emotions that explain consumer behavior.

Question 4

What is 'quota sampling' in market research?

Accepted Answer

Selecting participants to match the demographic proportions of the target population

Answer

Quota sampling ensures the sample reflects key demographic characteristics of the population by filling predetermined quotas for each subgroup.

Question 5

A market researcher notices that participants change their behavior when they know they are being observed. This is known as:

Accepted Answer

Demand characteristics / the Hawthorne effect

Answer

The Hawthorne effect (or demand characteristics) occurs when participants alter their natural behavior because they are aware of being observed or studied.

Market Research Practice Test

Market Research Practice Test

Market Research Market Research 3