Market Research Market Research MCQ 3 — Questions and Answers
Question 1: In a focus group, the moderator notices that one participant is dominating the conversation. The BEST course of action is to:
- End the session early to avoid bias
- Directly ask other participants for their views to rebalance the discussion (Correct answer)
- Remove the dominant participant from the room
- Ignore the issue since dominant voices are more credible
Correct answer: Directly ask other participants for their views to rebalance the discussion
Skilled moderators redirect conversations by explicitly inviting quieter participants to share their perspectives without confronting the dominant speaker.
Question 2: Which type of question is MOST likely to introduce response bias in a survey?
- 'How satisfied are you with our service?' (1=Very dissatisfied, 5=Very satisfied)
- 'On average, how many times per week do you exercise?'
- 'Don't you agree that our product is superior to the competition?' (Correct answer)
- 'Which of these features do you use most often?'
Correct answer: 'Don't you agree that our product is superior to the competition?'
Leading questions like 'Don't you agree…' push respondents toward a specific answer, introducing systematic response bias.
Question 3: A market researcher wants to project findings from a sample to the broader US adult population. This requires the sample to be:
- Large (at least 10,000 respondents)
- Drawn using a probability-based method (Correct answer)
- Composed entirely of frequent category users
- Recruited via social media platforms
Correct answer: Drawn using a probability-based method
Only probability samples—where every member of the population has a known, non-zero chance of selection—allow valid statistical generalization.
Question 4: Secondary data differs from primary data in that secondary data:
- Is collected for the specific research problem at hand
- Was previously collected for another purpose (Correct answer)
- Is always more accurate than primary data
- Can only be obtained from government sources
Correct answer: Was previously collected for another purpose
Secondary data already exists and was gathered for purposes other than the current research question, making it faster and cheaper to obtain.
Question 5: A 'mystery shopper' program is an example of which type of market research?
- Experimental research
- Observational research (Correct answer)
- Survey research
- Archival research
Correct answer: Observational research
Mystery shopping involves trained observers posing as customers to systematically observe and record the actual service experience.
Question 6: When a researcher selects participants based on specific characteristics relevant to the study (e.g., heavy coffee drinkers for a coffee brand study), this is called:
- Random probability sampling
- Purposive sampling (Correct answer)
- Systematic sampling
- Cluster sampling
Correct answer: Purposive sampling
Purposive (or judgmental) sampling deliberately selects participants who possess specific characteristics relevant to the research objectives.
Question 7: Which statistical technique is MOST appropriate for identifying distinct groups of consumers with similar attitudes and behaviors from a large dataset?
- Regression analysis
- Cluster analysis (Correct answer)
- Factor analysis
- Chi-square test
Correct answer: Cluster analysis
Cluster analysis groups respondents into mutually exclusive segments based on the similarity of their responses across multiple variables.
Market Research Market Research MCQ 3
In a focus group, the moderator notices that one participant is dominating the conversation.
The BEST course of action is to: