MRA Market Analysis & Consumer Behavior 2

Question 1

A company notices its product sales spike every November despite no promotions. Which consumer behavior concept best explains this pattern?

Accepted Answer

Seasonal purchase behavior

Answer

Seasonal purchase behavior describes predictable buying patterns tied to specific times of year, such as holiday shopping in November.

Question 2

In a conjoint analysis, what does each 'attribute level' represent?

Accepted Answer

A specific version or value of a product feature

Answer

Attribute levels are the specific values or options within each product feature evaluated in conjoint analysis.

Question 3

Which market analysis technique estimates the total revenue opportunity available if a product achieved 100% market share?

Accepted Answer

Total Addressable Market (TAM)

Answer

Total Addressable Market (TAM) represents the full revenue opportunity assuming complete market penetration.

Question 4

A consumer rates a product highly immediately after purchase but returns it within a week. This behavior is most associated with:

Accepted Answer

Post-purchase dissonance

Answer

Post-purchase dissonance occurs when consumers experience doubt or regret after buying, leading to returns despite initial positive ratings.

Question 5

Which segmentation variable would a researcher use to group consumers by their actual usage rate of a product?

Accepted Answer

Behavioral

Answer

Behavioral segmentation divides consumers based on usage patterns, purchase frequency, loyalty status, and other behavior-related variables.

(MRA) Market Research Analyst Certification Practice Test