Market Research Trivia 4

Question 1

What does 'conjoint analysis' measure in market research?

Accepted Answer

How consumers value different product attributes when making trade-offs

Answer

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?

Accepted Answer

Data collected firsthand specifically for the current research purpose

Answer

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?

Accepted Answer

Respondents recall a brand without being prompted

Answer

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?

Accepted Answer

Promoters

Answer

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?

Accepted Answer

A fixed group of respondents surveyed repeatedly over time

Answer

A panel study tracks the same group of participants across multiple time points to observe changes in behavior or attitudes.

Market Research Practice Test