Market Research Trivia 4 — Questions and Answers
Question 1: What does 'conjoint analysis' measure in market research?
- How consumers value different product attributes when making trade-offs (Correct answer)
- The correlation between two unrelated market trends
- Customer satisfaction after a purchase
- The relationship between advertising spend and sales lift
Correct answer: How consumers value different product attributes when making trade-offs
Conjoint analysis reveals how consumers weigh different product features against each other, simulating real-world purchasing trade-offs.
Question 2: Which of the following best describes 'primary data' in market research?
- Data collected firsthand specifically for the current research purpose (Correct answer)
- Data sourced from government publications
- Historical data repurposed from a previous study
- Aggregated industry reports from third parties
Correct answer: Data collected firsthand specifically for the current research purpose
Primary data is original information collected directly from sources (surveys, interviews, experiments) for the specific study at hand.
Question 3: What is 'unaided brand awareness' in survey research?
- Respondents recall a brand without being prompted (Correct answer)
- Respondents recognize a brand from a provided list
- Respondents rate how well they know a brand on a scale
- Respondents associate a brand with a product category after seeing an ad
Correct answer: Respondents recall a brand without being prompted
Unaided awareness is measured by asking respondents to name brands in a category without any prompts or lists provided.
Question 4: The Net Promoter Score (NPS) is calculated by subtracting the percentage of 'Detractors' from the percentage of which group?
- Promoters (Correct answer)
- Passives
- Neutrals
- Loyalists
Correct answer: Promoters
NPS = % Promoters (score 9–10) minus % Detractors (score 0–6); Passives (7–8) are not included in the calculation.
Question 5: In market research, what is a 'panel' study?
- A fixed group of respondents surveyed repeatedly over time (Correct answer)
- A one-time large-scale national survey
- A group of experts convened to forecast trends
- A sample of consumers recruited for a single focus group
Correct answer: A fixed group of respondents surveyed repeatedly over time
A panel study tracks the same group of participants across multiple time points to observe changes in behavior or attitudes.
Question 6: Which sampling method gives every member of a population an equal and known chance of being selected?
- Simple random sampling (Correct answer)
- Convenience sampling
- Quota sampling
- Snowball sampling
Correct answer: Simple random sampling
Simple random sampling ensures every individual in the target population has an equal probability of selection, minimizing selection bias.
Question 7: What is 'perceptual mapping' used for in market research?
- Visualizing how consumers perceive brands relative to competitors on key attributes (Correct answer)
- Tracking the geographic spread of brand awareness
- Mapping the customer journey from awareness to purchase
- Plotting sales figures against advertising expenditure
Correct answer: Visualizing how consumers perceive brands relative to competitors on key attributes
Perceptual maps plot brands on a two-dimensional grid based on consumer perceptions, revealing competitive positioning.
Market Research Trivia 4
What does 'conjoint analysis' measure in market research?