Market Research Market Research MCQ 5

Question 1

A researcher uses a Likert scale with 7 points rather than 5 points. The main advantage of this choice is:

Accepted Answer

It provides more response granularity and variance in the data

Answer

A 7-point scale offers respondents finer gradations of opinion, capturing more nuanced differences in attitudes and increasing statistical variance.

Question 2

What is 'panel fatigue' in market research?

Accepted Answer

Declining response quality or engagement among panel members who are surveyed too frequently

Answer

Panel fatigue occurs when respondents who participate in surveys too often become less engaged, leading to careless or rushed answers that reduce data quality.

Question 3

In a discrete choice experiment (DCE), respondents are shown multiple product profiles and asked to choose their preferred option. The key advantage of DCE over direct rating scales is:

Accepted Answer

It mimics real purchase decisions by forcing trade-offs among attributes

Answer

DCE replicates real-world decision-making by forcing choices between competing options, producing more realistic preference estimates than direct rating approaches.

Question 4

When a survey asks 'How did you first hear about us AND how satisfied are you with our service?' in a single question, this is an example of a:

Accepted Answer

Double-barreled question

Answer

A double-barreled question combines two separate inquiries into one, making it impossible to know which part the respondent answered.

Question 5

Which of the following is an example of behavioral segmentation?

Accepted Answer

Grouping customers by purchase frequency and brand loyalty

Answer

Behavioral segmentation groups consumers based on their actual interactions with a product, such as usage rate, purchase frequency, or loyalty status.

Market Research Practice Test

Market Research Practice Test

Market Research Market Research MCQ 5