Market Research Market Research MCQ 4

Question 1

A 'perceptual map' is used in market research primarily to:

Accepted Answer

Visualize how consumers position competing brands on key attributes

Answer

Perceptual maps plot competing brands in a two-dimensional space defined by consumer perceptions on key attributes, revealing competitive positioning.

Question 2

In an A/B test for a website, the 'control group' sees the original page while the 'treatment group' sees the modified version. To ensure valid results, the researcher must:

Accepted Answer

Randomly assign visitors to each version

Answer

Random assignment to control and treatment groups ensures that any differences in outcomes are attributable to the change being tested, not selection bias.

Question 3

Which of the following is the BEST definition of 'market segmentation'?

Accepted Answer

Dividing a broad market into distinct subgroups with common needs or characteristics

Answer

Market segmentation partitions a heterogeneous market into homogeneous subgroups to enable more targeted and effective marketing strategies.

Question 4

A researcher conducts the same survey with the same respondents two weeks apart and gets very different results. This indicates a problem with:

Accepted Answer

Test-retest reliability

Answer

Test-retest reliability measures consistency over time; large discrepancies between administrations suggest the instrument is unreliable.

Question 5

A company surveys 500 customers and finds 60% prefer Product A. The margin of error is ±4%. This means the researcher is confident that:

Accepted Answer

Between 56% and 64% of the population prefer Product A

Answer

The margin of error defines the range within which the true population parameter is estimated to fall, so 60% ± 4% gives a 56%–64% confidence interval.

Market Research Practice Test

Market Research Practice Test

Market Research Market Research MCQ 4