MRA Data Collection & Survey Methods 3

Question 1

Which data collection method is most appropriate when the researcher needs to capture non-verbal cues and body language during a consumer interview?

Accepted Answer

In-person depth interview

Answer

In-person depth interviews allow the researcher to observe facial expressions, gestures, and other non-verbal communication that phone or online methods miss.

Question 2

A Likert scale item that reads 'The product meets my expectations' with options from 'Strongly Disagree' to 'Strongly Agree' produces data at which measurement level?

Accepted Answer

Ordinal

Answer

Likert scale data are ordinal because the response options have a meaningful order but equal spacing between points cannot be assumed.

Question 3

Central location testing (CLT) in market research typically involves:

Accepted Answer

Recruiting respondents to a controlled facility to evaluate products

Answer

CLT brings participants to a neutral facility (e.g., a mall research suite) where controlled conditions allow standardized product evaluation.

Question 4

Which of the following is a primary advantage of Computer-Assisted Personal Interviewing (CAPI) over paper-and-pencil interviewing?

Accepted Answer

Automatic skip-logic routing and real-time data validation

Answer

CAPI software automatically enforces question routing and validates entries as they are made, reducing interviewer error and speeding up data cleaning.

Question 5

In conjoint analysis data collection, respondents are typically asked to:

Accepted Answer

Evaluate or choose among profiles that bundle multiple attributes at varying levels

Answer

Conjoint analysis presents trade-off scenarios (profiles) so researchers can decompose how much each attribute level contributes to overall preference.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Data Collection & Survey Methods 3