Market Research Market Research MCQ 2

Question 1

What is the primary purpose of a conjoint analysis in market research?

Accepted Answer

To determine how consumers value different product attributes

Answer

Conjoint analysis reveals the relative importance consumers place on various product features by asking them to evaluate trade-offs.

Question 2

Which sampling method would be MOST appropriate when a researcher needs to ensure every subgroup of a population is proportionally represented?

Accepted Answer

Stratified random sampling

Answer

Stratified random sampling divides the population into subgroups and randomly samples from each in proportion to their size.

Question 3

A researcher finds a Cronbach's alpha of 0.45 for a multi-item scale. This indicates:

Accepted Answer

Poor internal consistency requiring scale revision

Answer

Cronbach's alpha below 0.70 generally indicates poor internal consistency, suggesting scale items don't reliably measure the same construct.

Question 4

In a brand tracking study, 'top-of-mind awareness' is measured by asking respondents to:

Accepted Answer

Name the first brand they think of in a category without prompting

Answer

Top-of-mind awareness captures the single brand that spontaneously comes to mind first when a category is mentioned.

Question 5

Which of the following best describes 'ethnographic research' in a market research context?

Accepted Answer

Observing consumers in their natural environment to understand behavior

Answer

Ethnographic research involves immersive observation of consumers in real-life settings to uncover deep behavioral and cultural insights.

Market Research Practice Test