Market Research Trivia 3

Question 1

The 'Voice of the Customer' (VoC) methodology in market research is primarily used to capture what?

Accepted Answer

Customer needs, expectations, and preferences

Answer

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?

Accepted Answer

Observing consumers in their natural environment

Answer

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?

Accepted Answer

Mean

Answer

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?

Accepted Answer

Brand awareness and perception

Answer

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?

Accepted Answer

A positive impression of one attribute influencing overall brand perception

Answer

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).

Market Research Practice Test

Market Research Practice Test

Market Research Trivia 3