Market Research Trivia 3 — Questions and Answers
Question 1: The 'Voice of the Customer' (VoC) methodology in market research is primarily used to capture what?
- Customer needs, expectations, and preferences (Correct answer)
- Employee satisfaction scores
- Product manufacturing defects
- Competitor pricing data
Correct answer: Customer needs, expectations, and preferences
VoC programs systematically collect customer feedback to understand their needs, pain points, and expectations.
Question 2: What is 'ethnographic research' in the context of market research?
- Observing consumers in their natural environment (Correct answer)
- Conducting online surveys with ethnic minorities
- Analyzing historical sales data by demographics
- Surveying employees about workplace culture
Correct answer: Observing consumers in their natural environment
Ethnographic research involves researchers immersing themselves in consumers' daily lives to observe natural behaviors and habits.
Question 3: Which measure of central tendency is most affected by extreme outliers in a dataset?
- Mean (Correct answer)
- Median
- Mode
- Range
Correct answer: Mean
The mean (arithmetic average) is highly sensitive to outliers because it incorporates the actual value of every data point.
Question 4: A brand tracker study is typically conducted to measure which of the following over time?
- Brand awareness and perception (Correct answer)
- Website click-through rates
- Product defect frequency
- Employee turnover
Correct answer: Brand awareness and perception
Brand tracker studies monitor key metrics like awareness, favorability, and purchase intent on a recurring basis.
Question 5: What is the 'halo effect' in consumer research?
- A positive impression of one attribute influencing overall brand perception (Correct answer)
- An increase in sales following a celebrity endorsement
- A bias where early survey questions skew later answers
- The tendency for premium brands to attract loyal repeat buyers
Correct answer: A positive impression of one attribute influencing overall brand perception
The halo effect occurs when a consumer's positive view of one product attribute (e.g., design) positively colors their judgment of unrelated attributes (e.g., performance).
Question 6: Which research method involves asking a small group of 6–10 participants to discuss a topic guided by a moderator?
- Focus group (Correct answer)
- In-depth interview
- Ethnography
- Delphi method
Correct answer: Focus group
Focus groups bring together a small group of participants to discuss a product, concept, or topic under the guidance of a trained moderator.
Question 7: In A/B testing (split testing), what is the 'control' version?
- The original, unchanged version being compared against (Correct answer)
- The new variant introduced for testing
- The version shown to the largest audience segment
- The version with the highest conversion rate
Correct answer: The original, unchanged version being compared against
The control in A/B testing is the baseline (current) version against which the new variant (version B) is measured.
Market Research Trivia 3
The 'Voice of the Customer' (VoC) methodology in market research is primarily used to capture what?