Market Research Trivia 5 — Questions and Answers
Question 1: What is 'demand forecasting' in market research?
- Estimating future consumer demand for a product or service (Correct answer)
- Measuring current consumer satisfaction levels
- Analyzing past advertising campaign performance
- Identifying gaps in competitor product offerings
Correct answer: Estimating future consumer demand for a product or service
Demand forecasting uses historical data, trends, and modeling to predict how much of a product consumers will want in the future.
Question 2: Which data collection method has the highest response rate due to its personal, direct nature?
- In-person interviews (Correct answer)
- Online surveys
- Postal mail surveys
- Email surveys
Correct answer: In-person interviews
In-person interviews typically achieve the highest response rates because the interviewer's presence encourages participation and reduces abandonment.
Question 3: What does 'TURF analysis' stand for in market research?
- Total Unduplicated Reach and Frequency (Correct answer)
- Target User Research Framework
- Trend Utility and Revenue Forecast
- Test Unit Response Function
Correct answer: Total Unduplicated Reach and Frequency
TURF analysis identifies the optimal combination of product offerings to maximize reach among unique consumers without duplication.
Question 4: In survey design, what is a 'double-barreled question'?
- A single question that asks about two different issues simultaneously (Correct answer)
- A question repeated twice for reliability testing
- A question with two separate answer scales
- A follow-up question triggered by a specific response
Correct answer: A single question that asks about two different issues simultaneously
A double-barreled question combines two distinct issues (e.g., 'Do you find our product affordable and reliable?'), making it impossible to answer each separately.
Question 5: Which of the following is an example of 'qualitative' market research?
- In-depth interviews exploring consumer motivations (Correct answer)
- A nationwide survey measuring brand recall percentages
- A sales trend analysis over 12 months
- Click-through rate tracking on digital ads
Correct answer: In-depth interviews exploring consumer motivations
Qualitative research seeks to understand underlying motivations and feelings through open-ended methods like interviews and focus groups, not numerical measurement.
Question 6: What is the primary purpose of a 'pilot test' before launching a full survey?
- To identify confusing questions or technical issues before wide distribution (Correct answer)
- To collect preliminary data for publication
- To train interviewers on the survey topic
- To pre-screen respondents for eligibility
Correct answer: To identify confusing questions or technical issues before wide distribution
A pilot test (or pre-test) runs the survey with a small sample to catch ambiguous wording, technical bugs, or logical flow problems.
Question 7: Which concept describes the degree to which a survey instrument consistently measures what it is supposed to measure across different occasions?
- Reliability (Correct answer)
- Validity
- Sensitivity
- Representativeness
Correct answer: Reliability
Reliability refers to the consistency of a measurement instrument — a reliable survey yields the same results when administered under similar conditions.
Market Research Trivia 5
What is 'demand forecasting' in market research?