Market Research Market Research 4 — Questions and Answers
Question 1: What is the 'margin of error' in survey research?
- The percentage of surveys that were completed incorrectly
- The range within which the true population value likely falls (Correct answer)
- The difference between primary and secondary data sources
- The cost variance in the research budget
Correct answer: The range within which the true population value likely falls
Margin of error indicates the range around a sample estimate within which the true population parameter is expected to fall at a given confidence level.
Question 2: Which qualitative technique involves researchers immersing themselves in a consumer's natural environment to observe behavior?
- Ethnographic research (Correct answer)
- Depth interviews
- Projective techniques
- Delphi method
Correct answer: Ethnographic research
Ethnographic research involves researchers observing and participating in consumers' everyday lives to gain authentic, contextual insights.
Question 3: What is 'brand tracking' research designed to monitor?
- Employee satisfaction with brand guidelines
- Changes in brand metrics like awareness and perception over time (Correct answer)
- The accuracy of brand logos across markets
- Supply chain adherence to brand standards
Correct answer: Changes in brand metrics like awareness and perception over time
Brand tracking studies measure key brand health metrics—awareness, consideration, preference, and image—repeatedly over time to detect shifts.
Question 4: A researcher uses semantic differential scales asking respondents to rate a brand between 'Modern' and 'Old-fashioned.' What is being measured?
- Brand loyalty
- Brand image/perception (Correct answer)
- Purchase intent
- Customer satisfaction
Correct answer: Brand image/perception
Semantic differential scales capture brand image by having respondents position the brand between bipolar adjective pairs reflecting perception.
Question 5: What distinguishes a 'concept test' from a 'product test' in new product research?
- Concept tests use larger sample sizes
- Concept tests evaluate the idea before a physical product exists; product tests evaluate the actual item (Correct answer)
- Product tests are always done online; concept tests require in-person sessions
- Concept tests measure price sensitivity while product tests measure quality
Correct answer: Concept tests evaluate the idea before a physical product exists; product tests evaluate the actual item
A concept test gauges consumer reaction to a product idea or description, while a product test evaluates the actual physical or digital product.
Question 6: Which statistical technique is used to identify underlying dimensions that explain correlations among a large set of survey variables?
- Regression analysis
- Factor analysis (Correct answer)
- Cluster analysis
- Discriminant analysis
Correct answer: Factor analysis
Factor analysis reduces many correlated variables into a smaller number of underlying factors or dimensions that explain the patterns of correlation.
Question 7: In advertising research, what does 'aided recall' measure?
- Whether consumers remember an ad without any prompts
- Whether consumers recognize an ad when shown it or given cues (Correct answer)
- How much of an ad's message consumers can repeat verbatim
- The emotional response triggered by an advertisement
Correct answer: Whether consumers recognize an ad when shown it or given cues
Aided recall measures whether respondents remember an advertisement when given a prompt (e.g., showing the brand name or a visual cue).
Market Research Market Research 4
What is the 'margin of error' in survey research?